AmazonFresh in the US

After years of anticipation, AmazonFresh has now expanded its US home grocery delivery service beyond its home market of Seattle. In June 2013 it launched in Los Angeles, with more markets expected to follow.

From conversations with supermarket retailers all over the US and globally, it is clear that online and multi-channel competitors have come into focus as a key competitive threat, and AmazonFresh is by far the most dangerous of the new breed. What is striking is the similarity between what we hear from food retailers today and what leaders of category killers were saying back in 2009 – and we know that the category killers’ fears of Amazon proved to be well-founded.