Amazon Fresh has opened its first store in a year just in time for the festive season, following three site closures in 2023.

The store, which opened in West Hampstead today (28 November), houses hundreds of items including fresh meat, poultry, fish, dairy, fruit, vegetables, bakery products, household brands, the retailer’s own label food brand ‘byAmazon’ and premium grocery range ‘Our Selection’. 

It will also offer hot or iced drinks, meal deals, hot food, on-the-go meals for breakfast, lunch and dinner, and a wide range of alcoholic drinks across spirits, beers and wines.

There will be an opening deal for customers shopping at the new store, with 20% off every shop priced at £10 or more when paying via the Amazon app until 11pm on 31 December.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

The new store includes ‘Just Walk Out’ technology, meaning at the end of the shopping trip, customers can open the Amazon app at the exit gate to pay, alongside the option to use a self-checkout till.

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

The launch comes a year after the last store opening in Notting Hill and follows the closure of three of the ecommerce giant’s Fresh stores in July of last year in Ealing, Wandsworth and East Sheen as it re-evaluated is portfolio.

Earlier this year, Amazon Fresh also put a stop to its grocery delivery service in five UK cities following an assessment of its offerings and operations network.

As of June, its online Fresh offer has no longer been available in Glasgow, Portsmouth, Leeds, Sheffield or Newcastle.