Amazon Fresh opens in Irvine

Amazon Fresh opens in Irvine. / Photo:

By Ann Frances –

Amazon Fresh, the technology-driven grocery store concept by Seattle-based Amazon, opened today at the Marketplace in Irvine on Jamboree. Using the company’s proprietary dash-cart technology, the store’s first customers shopped with the Fresh QR code in their Amazon apps, asked Alexa where certain items were located, and checked out without cashiers.

The 40,000-square-foot store now occupies the space of the former Babies ‘R Us retail store, near the 5 Freeway at Jamboree. It features fresh produce as well as a bakery, a deli, a meat and seafood counter, prepared foods and plenty of national brands. The store also carries its sister company’s Whole Foods 365 brand.

A consistent observation on opening day was the size of the dash-carts that can accommodate only two or possibly three bags worth of groceries. There are larger carts available without the tech features, but customers must check out the old-fashioned way.

According to Amazon Fresh Vice President Jeff Helbling’s blog on, customers will notice lower pricing, thanks to the e-commerce giant’s buying power. “We’ve taken our decades of operations experience to deliver consistently low prices for all, and FREE same-day delivery for Prime members. When customers visit the store, they can shop low prices across a range of national brands, quality produce, meat, and seafood.”

Customers also can pick up their other Amazon orders at lockers in the back of the store.

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