New research from digital and data experts, TWC, has revealed high awareness for Amazon Fresh at 55% nationally, rising to 68% in London. Just over one in 10 shoppers has already shopped at an Amazon Fresh store, famous for its ‘Just Walk Out’ technology via the Amazon app.
Amazon now operates 19 stores, mostly in and around London, with its latest opening in commuter town, Sevenoaks, in Kent. The retailer has previously expressed an intention to open 260 physical stores by the end of 2025.
Latest TWC Trends figures suggest that total online grocery penetration is plateauing following rapid growth through the pandemic and subsequent lockdowns. The research was conducted in June 2022 and showed that whilst 14% of shoppers claim to have used the online channel more in the last six months, a higher proportion (16%) have used it less – and the majority are using it the same amount.
The research also suggests there is little loyalty in online grocery, with only 18% of consumers saying that they always use the same retailer and 13% saying they use an online delivery subscription such as Tesco Delivery Saver or Ocado Smart Pass.
