(qlmbusinessnews.com . Wed 24th Sep, 2025) London, UK —
End of an Era: Amazon Fresh Closures Mark Strategic Shift to Online Delivery
Amazon Announces Closure of Till-Free Grocery Ventures across the UK, Pivots Focus to Whole Foods and Online Delivery
In a move marking the end of an ambitious experiment in the British retail landscape, Amazon has announced the impending closure of its 19 till-free grocery outlets in the UK, less than half a decade since their grand unveiling in London. The US-based e-commerce titan declared its plans to repurpose five of these locations into Whole Foods branches—a chain known for its emphasis on healthful and organic options, which falls under Amazon's expansive umbrella.
This strategic realignment underscores Amazon's shift towards bolstering its foothold in the online grocery delivery space, leveraging partnerships with prominent names such as Morrisons, Co-op, Iceland, and Gopuff. The firm underscored its commitment to this domain, notwithstanding the job consultation process initiated for the 250 employees currently manning the soon-to-be-shuttered stores.
The gradual phase-out commenced in 2023, with Amazon pulling the plug on three Amazon Fresh establishments in London, signalling the beginning of the end for the venture that made its UK debut in March 2021 at Ealing Broadway. Hailed for its innovative shopping experience, customers could effortlessly grab the items they needed and exit without the checkout hassle, with purchases automatically billed to their Amazon accounts through sophisticated in-store tech.
Reflecting on the decision, Amazon conveyed the hardships entailed in arriving at this juncture, attributing it to a rigorous evaluation of its operations vis-à-vis the burgeoning potential within the online delivery segment. John Boumphrey, the UK Chief for Amazon, reiterated the company's intention to continue devising new strategies and injecting investments within the British market.
Should Amazon's aspirations for Whole Foods materialise, the UK will witness its portfolio expand to a total of 12 outlets by the end of 2026. Industry analysts have weighed in on this development, critiquing the cutthroat nature of the grocery sector in the UK and abroad. Sucharita Kodali from Forrester pinpointed the challenges Amazon Fresh faced in carving a niche for itself, plagued by non-distinct offerings and possibly less-than-ideal store locations. Danni Hewson from AJ Bell commented on the peculiar nature of the till-less technology, suggesting Amazon's innate advantage lies in its mastery over delivery conveniences rather than brick-and-mortar retail.
While the identity of the stores transitioning into Whole Foods remains under wraps, except for their predominant concentration in London, the decision has stirred reactions from labour representatives. The GMB union, representing a faction of the workforce at Amazon Fresh, criticised the company's approach towards employment practices, advocating for a more considerate treatment of workers amidst corporate decisions.
Amazon responded with assurances of endeavouring to reassign as many employees as possible to alternative roles within the organisation. This chapter adds to Amazon's history of rapid experimentation and frequent shifts in business focus, from shuttering its robot security venture in 2024 after a brief nine-month stint, to its omnipresence across sectors like parcel delivery and streaming services.
The list of Amazon Fresh stores slated for closure encapsulates locations from Aldgate to Wood Wharf, marking the end of an era for Amazon's till-free grocery shopping innovation in the UK.
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