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Amazon Fresh grocery chain has struggled. See its stores of the future | CNN Business

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Amazon has faced challenges getting shoppers to buy groceries in its Amazon Fresh grocery stores and recently laid off workers — but it’s betting a new strategy and redesigned stores will be the answer to its struggles

The company announced Wednesday that it will add hundreds of new name brands to two Amazon Fresh stores in suburban Chicago; more quick meal options like sandwiches and ready-made dinners; smart shopping carts that allow customers to scan groceries as they shop and check out without waiting in line; and Krispy Kreme doughnut shops. Amazon also said it will offer online grocery delivery for shoppers who are not Amazon Prime members in an effort to broaden its customer base.

“The size and scale of the [grocery] sector, together with the regular nature of purchasing, makes the prize worthwhile, even if it is somewhat elusive.” It opened its first Amazon Fresh store in 2020 and has more than 40 around the United States today. In 2017, Amazon bought Whole Food. It has also added Amazon Go cashier-less stores. Whole Foods targets a wealthier clientele, and its smaller Amazon Go stores have limited offerings.

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