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Amazon Rebrands Amazon Go Grocery as Amazon Fresh

Amazon Rebrands Amazon Go Grocery as Amazon Fresh



SEATTLE, WA - Over the past year, the grocery market has proven to be fruitful, inspiring retailers like Amazon to expand their shares of the sector. Having launched its Amazon Go Grocery in February 2020, the company has now announced that it will be rebranding the division as Amazon Fresh as it grows its offering of fresh foods.

Previously, Amazon offered several grocery options including Amazon Go, Amazon Go Grocery, Amazon Fresh grocery stores, Amazon Fresh delivery, Whole Foods grocery, and Prime Now delivery. According to a report from GeekWire, the name change will serve to simplify its variety of offerings and make the process of selecting a service easier for Amazon shoppers.

In addition to rebranding Amazon Go Grocery, Amazon will also be closing its Amazon Go Grocery store in Redmond, Washington. However, the other Washington-based Amazon Go Grocery store located in Seattle’s Capitol Hill neighborhood will remain open and renamed to reflect the recent rebrand.

Amazon recently announced it will be rebranding its Amazon Go Grocery banner as Amazon Fresh (Photo credit: Amazon)

Next month, the retailer will transition employees from the closing Redmond store to the new Amazon Fresh store opening in the Factoria neighborhood in Bellevue, Washington.

Since the creation of Amazon Go Grocery last year, Amazon has evolved its reach in the grocery sector, rolling out full-size Amazon Fresh grocery stores and delivery services such as its newly expanded in-garage offering.

As Amazon continues to evolve its grocery market expansion strategy, what will come next from the retailer? Keep a tab open for AndNowUKnow as we bring you the answers.

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