Amazon Fresh

Unlocking the power of customer stories and experiences with Amazon Fresh stores in London


Amazon is an iconic global brand that has changed the face of how we shop online – and is a trillion dollar business. Their eCommerce platform sold it’s first book in 1995 and has gone from strength to strength. Part of this growth and extension of their brand portfolio is Amazon Fresh – their online and instore grocery offering. Launched initially in the USA, Amazon Fresh launched in the UK market in March 2021. 

The customer is at the heart of everything Amazon does. We have partnered with Amazon and worked closely with the Amazon Fresh team in their development and execution of Amazon Fresh including brand proposition, positioning and customer experience. The Amazon Fresh network continues to grow with just short of 20 stores available in London. Their aim is to create a seamless experience for customers to just walk out of their stores – grocery of the future.


As part of our partnership we regularly intercept and observe in store behaviour, giving the insights and marketing teams an understanding of the customer experience. These customer stories are provided to Amazon and used to improve, iterate and explore further developments in the tech and experience in store.


Amazon can couple their data set and the spending data of their customers with the lived, customer stories in store, to build and deliver superior in store experiences. 

If you would like to know more about conducting instore customer experience work with observations and intercepts, reach out to Jen at