Amazon UK opens Just Walk Out technology powered Amazon Fresh store in Notting Hill, London

Amazon is today opening an Amazon Fresh store in Notting Hill, London.

This is its 20th in the UK market and 19th in London, with the non-London location situated in Sevenoaks, Kent.

To enter the store, customers walk through a non-gated entrance and shop for what they need.

When done, they can either scan their in-store code (via the Amazon app) at the exit gate or tap their credit card. Customers can also use one of three self-checkout tills for an extra option.

And they can pick up and return items purchased online from the in-store Amazon Hub counter, with a QR code.

Despite the latest opening, store numbers remain relatively static.

Three Amazon Fresh locations closed in the summer including the first UK one which opened in Ealing Broadway in March 2021, as well East Sheen and Wandsworth which were also less than two years old.

A Dalston location closed in January 2023.

In a recent interview with RTIH, Amazon Fresh UK Director Matt Birch said the fluidity of the stores is a result of continual learning.

“We’ve always looked to make sure that the shops we’ve got are in the right place. If you look at all convenience estates and the way retailers think about this, it’s a constantly moving feast. You’re always looking to make sure that you are where customers need you to be,” he commented.

As ever Amazon is coy about future plans, but Birch believes the strategy is going well.

“We’re very, very excited by the reactions we are getting from customers to the changes we’ve made this year. We’re continuing to look for locations where we can reach new customers and grow the business,” he said.

“Customers tell us that they love interacting with our stores and particularly love the convenience of not having to scan your own products.”

“It’s fast and customers talk about it being slightly magical as well as quite exciting which is not often words you often hear about convenience shopping. We get great feedback but also, they tell us how we can make it even better.”