Amazon has launched another broadside against British grocers with the opening of its fifth Fresh convenience store in Camden Town.
Customers will be automatically billed for goods when they take them out of the shop, eliminating the need for visiting a till or scanning barcodes.
The store, located close to the Chalk Farm tube station, will reportedly sell own-label goods along with more recognisable brands.
Amazon Fresh made its UK debut in Ealing three months ago, and has since set up in Wembley, Canary Wharf and White City.
According to The Sunday Times, the trillion-dollar business plans to open twenty stores a year around the country from 2022 onwards.
It intends to continue expanding in London and the suburbs before launching in other major cities.
Although the convenience store format has recently found momentum with Amazon’s move and Morrisons’ plan for 300 “Daily” shops, industry experts warn it faces an “existential” threat from grocery startups.
Credit Suisse analysts believe convenience stores are particularly vulnerable in London, where most on-demand services are based.