By Jeff Wells
Source: Grocery Dive
It’s been a little over two years since Amazon launched the much-anticipated brick-and-mortar banner of its Amazon Fresh grocery brand. When news of the chain’s arrival first came out in early 2020, the rest of the industry girded itself for the arrival of a new competitor with immense capital and technology resources behind it.
But Amazon Fresh hasn’t been the disruptive force that many anticipated. So far, it’s opened around 44 stores across several U.S. states — a trickle of about two openings per month, and likely a far cry from what the company, which sees tremendous value in grocery’s frequent and repeatable purchases, imagined.