Amazon unifies grocery stores into a single online store called Amazon Fresh
India, November 2021: Amazon today announced that it has completed the integration of its grocery stores Fresh and Pantry into a single unified store called Amazon Fresh. The new store, available across 300+ cities in India, continues to offer customers unbeatable savings, a wide selection of products, and fast and convenient delivery options in one single online destination.
Driven by a commitment
to be an ‘everything’ and ‘everyday’ store for customers, Siddharth Nambiar
talks to us about how the team achieved this important milestone and what
customers can expect with the new Amazon Fresh store.
<Siddharth Nambiar, Director, Category Management, Amazon India>
Can you tell us a
little more about the new Amazon Fresh store in the Amazon app?
We are a customer
obsessed company and continue to listen to our customers to offer them enhanced
shopping experiences, a wide range of selection, and the best value and
convenience. In February this year, we announced the integration of the Pantry
store into Fresh in select cities and customers loved the convenience of
shopping for daily groceries coupled with unmatched savings.
Today, we've completed
the integration of both stores into a single online store called Amazon Fresh
across 300+ cities in India. Customers will continue to enjoy super value
savings, a wide selection of products, and convenient delivery options. They
also get an upgraded shopping experience, with a dedicated app-in-app for
grocery, and convenient features like personalized widgets and reminders to
ensure that frequently shopped items aren't forgotten during checkout.
Will I still get all
the Pantry selection in the new store?
Yes, customers will
get all the Pantry selection in the new Amazon Fresh store.
<The Amazon Fresh icon on the homepage>
What’s in store for
the customers from an experience perspective?
We are laser-focused
on providing customers the best online shopping experience, coupled with quick
and safe delivery. We know fully well that customers will shop with us only
until they find a better experience elsewhere, so we strive hard to meet their
standards. This launch has allowed us to simplify the shopping experience for
groceries via our dedicated Amazon Fresh app-in-app experience, and sets us up
to deliver many new features and enhancements in the coming months. Apart from
offering great savings, Amazon Fresh will also reduce barriers to grocery
shopping online.
Clicking on the Amazon Fresh icon on the homepage takes you to the dedicated
grocery shopping store, where you'll find features that help you build your
weekly/monthly basket in a few minutes. Shopping for groceries online has
become more rewarding, fast, safe and convenient with Amazon Fresh.
What will customers
across 300 cities in India see on their App from today onwards?
Amazon Fresh will
offer a selection of perishable products such as fruits and vegetables, frozen
and chilled products like dairy and meats, dry grocery items, beauty, baby,
personal care, and pet products, across our top 14 cities (Bangalore, Delhi,
Faridabad, Gurgaon, Ghaziabad, Noida, Ahmedabad, Mysore, Jaipur, Mumbai,
Hyderabad, Chennai, Pune, and Kolkata), Amazon Fresh will offer a selection of
perishable products such as fruits and vegetables, frozen and chilled products
like dairy and meats, dry grocery items, beauty, baby, personal care, and pet
products,. Customers in these cities will also be able to enjoy two-hour
delivery slots starting 6 AM to midnight.
For the remaining
cities, customers can shop for dry groceries across staples, cooking essentials,
snacks, beverages, packaged food, household supplies, personal care, skin care,
pet food, baby products such as diapers and baby food, and lots more, with
delivery within 1-3 days.
With customer demands
on services, products, quick delivery times, how do you plan to be the “One
Stop Shop”?
We are humbled that
millions of Indian customers have made us a part of their everyday lives.
Customers trust Amazon to dependably deliver groceries and other essential
products safely to their home. With this new launch, all items will get
delivered in a single convenient shipment delivered between 1-3 days depending
on the customer’s location
Does the integration
to 300 cities mean that the demand been rising from the Tier II and III cities,
especially post pandemic?
Over the last 18
months, we've seen a lot of customers move online. Nearly 65% of orders and
over 85% of new customers on Amazon.in are from Tier II & III cities.
Usually their first buy is a grocery product. We've observed an uptick in
customers buying cooking ingredients like flour, ghee, maida,
sugar, packaged sweets, dry fruits, gift boxes, and snacks and beverages. Now
that we have integrated convenience and value into a single store, we see a lot
of potential to attract customers with various shopping missions via our
unified store. In top cities such as Bhubaneshwar, Patna, and Lucknow, we've
seen a lot of adoption for online grocery shopping post pandemic. We will
continue to build on our presence and quality of service in these cities to further
accelerate new customer adoption.
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