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Amazon Wembley Store-7

Amazon has opened its second physical store in London, next to Wembley Stadium.

It is the second store opening in two weeks by the e-commerce giant, following the launch of its first physical retail site outside North America in Ealing earlier this month.

The second Amazon Fresh branded store similarly features Amazon’s ‘Just Walk Out’ technology. Customers scan the Amazon app on their phones on arrival, fill their bags with products and leave without any interaction with staff or a self-checkout machine.

The Amazon Fresh store is a “new convenience grocery format” for the e-commerce giant, director of Amazon Fresh Stores UK Matt Birch told The Grocer. As with Ealing, Amazon’s new private food brand, ‘by Amazon’ will be stocked, featuring “hundreds of delicious products” including meat, poultry and fish, dairy, fruit and veg, bakery, freshly prepared meals and everyday essentials.

The store will also offer customers hot food throughout the day and on-the-go meals for breakfast, lunch and dinner. Household goods, magazines, flowers and Amazon devices are also being sold “and more items that we think shoppers will be looking for” Amazon said.

’Like Sainsbury’s cooler younger brother’: inside the UK’s first Amazon Fresh store

“The Amazon Fresh store offers customers everything they’d want from their local neighbourhood grocery store with an experience that allows shoppers to simply take what they want and just walk out,” Amazon said.

The new Wembley Park Boulevard store – which has a front of house area of around 2,500 sq ft – will open from 7am to 11pm, seven days a week. Customer occupancy is limited to 20 to ensure social distancing, with face masks and disposable gloves available on entry.

“Since opening our first Amazon Fresh store in Ealing, we’ve heard from our customers how much they enjoy the tasty food from our new ‘by Amazon’ range and the effortless shopping experience; we are excited to open our second shop today in Wembley Park,” Birch said.

More Amazon Fresh stores are expected in coming months “in the Greater London area” the company added.

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