New Amazon Fresh store opening in North London after four shut down in 2023

Amazon has opened a supermarket in a posh North London suburb - one year after it closed four other stores across the city. The doors to the new West Hampstead site will open tomorrow (Thursday, November 28) selling households brands, along with its own label food brand ‘byAmazon,’ and premium grocery range.

The new site is situated on West End Lane and is open seven days a week from 7am till 11pm. It's the 24th Amazon Fresh store to open in London, after four sites were shut in 2023.

Along with other Amazon Fresh London stores, it operates the same 'Just Walk Out' technology. Shoppers walk in and grab what they need, before simply opening the Amazon app to pay at the exit and leave.

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The Ealing Broadway store - which was the first Amazon Fresh site to open outside the US in 2021 - closed in 2023 along with other shops in East Sheen, Dalston and Wandsworth.

Upon announcing the initial round of closures in summer 2023, Amazon said would still grow the business in London and open in different parts of the city.

The 'Just Walk Out' technology works by cameras and sensors within the store tracking items as customers pick them up or return them to shelves. Each customer has a virtual cart that keeps track of selected items. When customers leave the store, their Amazon account is charged accordingly.

A brand new opt-in feature allows customers to open the Amazon app when they are near the store and a QR code pops up allowing them to pay.

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