Amazon will close all 19 of its Fresh stores in the UK, just four years after launching the concept. Five locations will be converted into Whole Foods Market outlets, as the company shifts focus toward its organic grocery chain.
The first Fresh store opened in Ealing in 2021, offering checkout-free shopping with sensors and cameras tracking purchases. However, demand for contactless shopping declined after the pandemic, and Amazon failed to rival supermarkets like Tesco and Sainsbury’s.
The company has not confirmed how many staff will be affected, but said workers would be offered new roles elsewhere. The move is part of a wider strategy to strengthen Whole Foods and expand grocery options for Prime members, including partnerships with Morrisons, Co-op, Iceland and Gopuff.
From next year, shoppers will also be able to buy fresh groceries directly on Amazon’s website. The changes come as Amazon faces scrutiny from the Groceries Code Adjudicator over supplier payment practices.
Amazon UK country manager John Boumphrey said the company remains committed to “bringing more choice and convenience” to customers through low prices, delivery, and grocery partnerships.
