Has Amazon Fresh hit its expiration date?
It’s been a little over two years since Amazon launched the much-anticipated brick-and-mortar banner of its Amazon Fresh grocery brand. When news of the chain’s arrival came out in early 2020, the rest of the industry girded itself for the arrival of a new competitor with immense capital and technology resources. But Amazon Fresh hasn’t been the disruptive force that many anticipated. So far, it’s opened around 44 stores across several U.S. states — a trickle of about two openings per month and likely a far cry from what the company, which sees tremendous value in grocery’s frequent and repeatable purchases, imagined.