Online giant Amazon has announced plans to close all its 19 Amazon Fresh stores, as Retail Analyst, Natalie Berg, claims it lacked a clear identity.
Amazon said: “We’ve made the difficult decision to launch a consultation with employees regarding the proposed closure of our Amazon Fresh UK stores, following a thorough evaluation of business operations and the very substantial growth opportunities in online delivery.”
As part of the Fresh Stores closure proposal, the group plans to convert five Amazon Fresh locations to Whole Foods Market. It also plans to grow its grocery delivery options with more selection at faster speeds.
In 2026, Amazon plans to make grocery shopping more convenient by introducing perishable groceries on Amazon.co.uk with Same-Day Delivery. This service, which recently launched in the US, will offer customers fresh grocery items including fresh produce, dairy, meat, seafood, baked goods, and frozen foods, alongside everyday household essentials, electronics, and other products—all within their Amazon.co.uk basket and delivered within hours.
Amazon said: “By early next year, we plan to more than double the number of Amazon UK Prime members who have access to three or more online grocery delivery options through our partners Morrisons, Iceland, Co-op, and Gopuff, allowing them more ways to shop. With the expansion, more than 80% of UK Prime members will be able to shop at least one of our grocery partners.”
Commenting on the closure, Berg claimed that the firm massively underestimated the fierce UK competition, adding “they failed to crack the market because they lacked a clear identity”. While she conceded that the retailer’s Just Walk Out technology had successfully disrupted the market, she also highlighted that this did not appeal to all consumers.
@nataliebergonretail 🚨Breaking news. Amazon is closing ALL UK Fresh grocery stores. Here’s why it failed. #amazon #retailnews #customerexperience #retailtrends #supermarket
