SEATTLE, WA – With fresh produce top-of-mind for Amazon’s future strategies and successes, the retailer is looking to capitalize off of today’s consumers need for fresh, and fast. Launched today, the online retailer has unveiled a new physical store format called AmazonFresh Pickup.

Exactly as its name sounds, this new format was tailored specifically for the grocery-minded consumer to receive their groceries quickly and on the go. After placing their orders through AmazonFresh either on the, shoppers can receive their order from a Pickup location as soon as 15 minutes after hitting “place order.” 

The physical locations are designed primarily for ease. After place their order and picking a time slot to receive their goods, consumers then drive to their Pickup location, pull into a parking space, and wait a brief amount of time for their groceries to be loaded directly into their vehicle. Want to see the plan in action yourself? Watch the video above.

This move comes on a string of investments by Amazon into fresh grocery realms. The retailer is continuously looking for innovative ways to further enamor consumers with the possibilities of fresh fruits and vegetables, such as a new partnerships with Martha Stewart, Amazon Go stores, and expanded availability. 

The concept plans were discovered only earlier this month, marking Amazon’s quick moves towards expanding its grocery capabilities and this strategic focus. The drive up grocery store will allow consumers to order fresh produce, meats, and dairy, in addition to some household goods as well.

As of today’s launch, there are only two AmazonFresh Pickup locations, both in the retailer's homebase of Seattle. TechCrunch noted that while the program is currently in its pilot mode and is only available to Amazon employees, the service will be free to all Amazon Prime members once it expands. 

What else does Amazon have in store for our beloved fruits and veggies? AndNowUKnow will continue to report.

AmazonFresh