Amazon shrinks Fresh expansion

AMAZON has scaled back plans for the expansion of its till-less convenience stores as sales fall short of expectations and consumers face a cost of living squeeze.

The US giant opened its first UK shop under the Amazon Fresh brand in Ealing, west London, last year and has 19 in total.

But it is now understood to have walked away from talks on dozens of further sites and to have called off the search for more locations. However, a handful of openings will still take place this year in areas where Amazon had already committed to a lease, The Sunday Times reported.

One source said sales at most of the supermarkets failed to meet expectations. A spokesman said the firm would ‘continue to open Amazon Fresh stores in the future’ but did not comment on the reports.

Customers scan a QR code to enter the stores. Items they take from the shelves are then tracked using sensors and cameras.