AmazonFresh Pickup?

Ringing alarm bells for the click and collect operations of its grocery rivals, there are rumours that Amazon may be about to launch its latest physical retail initiative in Seattle – in the form of what some are calling AmazonFresh Pickup.

According to reports AmazonFresh Pickup is a drive through click and collect operation where Amazon shoppers can pick up their AmazonFresh groceries.

Seattle based Geekwire reports that Amazon has filed permit documents with the City of Seattle for developments in its Ballard and SoDo neighbourhoods.

The report in Geekwire also showed photographs of people at the Amazon site in Ballard operating motion activated signs in drive through car bays.

As previously reported, Amazon opened its first automated convenience – called AmazonGo – in Seattle last year. The store is operating, but is open only to the company’s employees for now.

This could shake the grocery chain establishment to the core if true. The AmazonGo shop dispenses with checkout assistants and will squeeze margins (and staff) out of grocery stores. If the AmazonFresh Pickup rumour carries weight and the online giant is planning a click & collect operation that competes in Amazon’s particular way, this could light a fire under an already competitive sector. For those who run such operations now, watch closely, though nothing will happen this side of the pond for a few years yet…
 
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