Inside Project Juniper, Amazon’s hotly anticipated secret micro-fulfilment and mobile retail strategy

Brittain Ladd, a supply chain consultant and former Amazon executive, has taken to social media to discuss Project Jupiter.

This is an Amazon initiative focused on the creation of automated micro-fulfilment centres (MFC) that can be installed inside grocery stores, retail stores, and logistics facilities. MFCs hold inventory of retail products, and different types of robots pick products from them to fulfil online orders.

In a LinkedIn post, Ladd said: “MFCs are very important to Amazon. However, Covid disrupted the team responsible for building them, resulting in a pause of 2.5 years. Meanwhile, Amazon has been piloting an MFC from AutoStore and is in the process of installing a system from Fulfil inside a Whole Foods store.”

“What hasn't been previously reported is that Amazon has built a fully functioning MFC referred to internally as an LVM for local vending machine. It has created a HIVE-based MFC configuration that generates high pick rates and exceptional flexibility in terms of building MFCs that are 5,000 square feet or 50,000 square feet or more. LVMs do not have the same vertical limitations as AutoStore and other MFCs.”

According to Ladd, Amazon will have its first LVM alpha site up and running in February. General availability will be Q3 or Q4 2025. By 2026, Amazon will be able to meet all of its MFC needs utilising its own LVM.

Ladd commented: “I was one of the first consultants and analysts to research the MFC industry. I am considered an expert on the topic of MFCs. The LVM is a game changer for the logistics automation industry.”

“Amazon is going to license the use of the LVM to companies across different industries for a fraction of the cost charged by MFC vendors. It is going to have a ripple effect across multiple industries including systems integrators who charge a fee to install the leading third-party automation systems.”

He concluded: “I believe in the importance of mobile retail and mobile fulfilment centres. In 2023, I wrote an article to challenge Amazon to leverage automation inside Rivian vans for mobile retail and automated package delivery. I coined the phrase "Hail a store" to describe a process of customers being able to hail a van to come to their location and purchase items on the van. Amazon did it.”

Amazon did not respond to our request for comment.

2024 RTIH INNOVATION AWARDS

Automation is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.