Maddy Mottram accepts new position leading in-store marketing within Amazon Fresh UK team

Maddy Mottram has taken on a role covering in-store marketing at Amazon Fresh UK.

She has been with Amazon for almost two years and was previously part of the trade marketing and online marketing teams.

In a LinkedIn post, she said: "Exciting news! I’m thrilled to share that I’ve accepted a new role leading in-store marketing within the Amazon Fresh UK team."

"Over the past two years, being an apprentice has been a big part of my identity. I’ve rotated across the team, learned a lot, and had the chance to work on some incredible projects. It feels surreal to close that chapter and step into a fully scoped role, but this is exactly what I’ve been working towards, and I’m very grateful for everyone that has supported me in getting there."

She added: "Huge shoutout to Charlie Mills (Head of Marketing at Amazon Fresh Stores UK), your mentorship has been instrumental in preparing me for this next step, and I’m excited to continue growing within your team. I’m really looking forward to continuing my work within shops, and even better, staying in Fresh."

Change of pace

In November of last year, Amazon opened a new Amazon Fresh store in West Hampstead, London.

The US online giant launched its first such store in the UK - its first physical retail site outside North America - in Ealing, London in 2021. It reportedly planned to open hundreds of Fresh locations in the UK, but that didn’t happen, with the number now standing at 19, all of which are in London except one in Sevenoaks, Kent.

In July last year, the company announced Ealing was to close, along with two others, in Wandsworth and East Sheen.

Amazon has also been working on an overhaul of its UK stores, with the reopening of its Aldgate location last year. The stores originally launched as checkout-free offerings, powered by Just Walk Out technology. But the focus is now on adding more payment options, such as self-service checkouts.

When entering the West Hampstead location, customers walk through a non-gated entrance and shop for what they need. Just Walk Out technology enables them to open the Amazon app at the exit gate to pay and there is also the option to use a self-checkout till. 

A new opt-in feature allows customers to open the app when they are near the store and a QR code automatically pops up allowing them to pay. People can also pick up and return items purchased at Amazon UK from the in-store Amazon Hub counter and automated return kiosks.    

2025 RTIH INNOVATION AWARDS

Physical stores will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.