Amazon adds fifth Fresh store

TECH behemoth Amazon’s expansion in the London High Street grocery sector continued today, as it opened its latest till-free shop.

The new Amazon Fresh store, where “just walk out” shopping is offered, is on Chalk Farm Road and brings the total number of branches in the capital to five.

Customers can scan a smartphone app to enter, pick up goods, and walk away. Shortly afterwards they get an email receipt and are billed from their Amazon account.

Goods sold are from the “by Amazon” private food brand and other labels.

The e-commerce giant only opened its first branch outside of the US in March, and it has plans to invest in more sites in greater London.

The firm already has a supermarket presence here via its $13.7 billion deal for Whole Foods in 2017 and by tie-ups such as offering Morrisons’ full range on its website.

If the latest shops are successful, Amazon’s move might encourage other grocery chains to look at investing in new stores and in tech.