SUNSET HILLS (KMOX) -- If an 'Amazon Fresh' store is bound for the former Toys 'R Us space at Watson and Lindbergh, as the Business Journal reports, expect technology to be a major part of the experience.
"This is grocery shopping as though Amazon would approach it, so it's data heavy, it's very focused on you personally and on the things you want," says Jon Springer, editor of industry publication Winsight Grocery Business.
via Amazon
That includes the "Dash Cart," which eliminates a need to check out.
"It's got a screen that will help you find your way through the store, find the things you're looking for, scan items as they go into the cart, and then you just walk out with the cart," says Springer.
KMOX/Michael Calhoun
That's similar to 'Amazon Go' stores.
KMOX's Michael Calhoun visited a Seattle location; customers scan phones while walking in, pick items up, walk out, and an array of ceiling sensors knows what was taken. Michael was charged a few minutes after leaving.
While 'Go' is like a convenience store and Amazon-owned Whole Foods focuses on healthy, Springer says 'Fresh' is most like a regular grocery store.
Amazon uses its heft to offer lower prices -- like touting 15 cent bananas -- and, of course, deals for members of its Prime loyalty program.
Springer says reviews of 'Fresh' are mixed.
"Some are very impressed with the 'Dash Cart' and the experience. Other people have told me, 'well, it feels like walking around in an Amazon website.'"
David Ryder/Getty Images
Sunset Hills would appear to be the first U.S. 'Amazon Fresh' location outside of California and the Chicago metro area. Amazon also promotes same-day delivery under the 'Fresh' name in many cities but not St. Louis.
