Amazon Fresh delivered a rare strategic opportunity: a new grocery brand entering a very old category at a very unusual moment.

Born online and expanding into physical stores in the wake of COVID-19, Amazon Fresh had none of the legacy baggage of traditional grocers and brought arguably the biggest advancement in grocery shopping since sliced bread with the Dash Cart. The smart cart automatically scans items as you place them inside, creating an experience consumers found genuinely delightful. It gave Amazon Fresh something most competitors were struggling to manufacture: a sense of discovery and magic.

It was also entering the market as COVID-19 had flipped grocery behavior on its head, taking online grocery shopping from a niche behavior to a mainstream habit. More time at home and on social had also reignited our interest in cooking and the rituals around it.

TikTok had made everything from grocery lists and fridge stocking to prepping, cooking, and plating oddly satisfying to watch. Yet competitors were still focused on highly stylized, idealized finished meals.

Amazon Fresh could own the entire food journey.

The Strategic Positioning

Social media has helped us rediscover the joy of cooking, but traditional grocers are
still playing catch-up when it comes to smart tech and satisfying our craving for modern food content.

FROM PREP TO PLATING, AMAZON FRESH
ADDS A DASH OF MAGIC EVERY STEP OF THE WAY.

We’ll follow creators’ recipe for success and serve up fresh content that makes every step of the grocery journey fun to consume and easy to replicate, while mixing in culturally rich food stories.