Brand Profile: Amazon Fresh, an online supermarket for all grocery and household needs


Amazon Fresh is the reincarnated avatar of the erstwhile Amazon Prime Now, and the result of the integration of Amazon’s Fresh and Pantry into a single unified store in late 2021. The transition outlines the attempts of multinational technology company Inc.’s Indian subsidiary Amazon India to establish itself in the fast-growing online grocery delivery space.


Retailer/ Brand Name: Amazon Fresh
Company Headquarters: Bangalore; Has other offices in 5 different locations Chennai, Hyderabad, Delhi, Mumbai, and Pune
Parent Company: Amazon India, a subsidiary of the American e-commerce company Amazon, in Seattle
Launch Year: Aug. 2019 — for select pin codes in Bangalore; Nov. 2021 — Relaunched as a single unified store after integration of Fresh and Pantry


Retail Format: Online Supermarket
Key Executives: Srikant Sree Ram, Director, Amazon Fresh
Key Product Categories: Fruits & Vegetables; Frozen and Chilled products; Dairy and Meats; Dry Grocery; Staples; Snacks; Beverages; Packaged Food; Cooking Essentials; Household Supplies; Pet Food; Personal & Skin Care; Baby products; and lots more
Delivery Schedule: Two-hour delivery service; 1-3 day delivery Delivery Order Value: If you are a Prime member, you can schedule free delivery for your Amazon Fresh orders above Rs. 199. For Non-Prime members, a minimum order value of Rs. 199 is required to place an order and no additional charge for scheduled deliveries for orders above Rs. 600. A fl at delivery fee of Rs. 29 is charged for orders below Rs. 600 for Non-Prime members.
Geographical Area of Operations: Over 300 cities for delivery in 1-3 days; 35 dedicated sites across 14 cities in India for delivery in 2 hours — New Delhi, Gurugram, Noida, Mumbai, Thane, Vashi, Ahmedabad, Jaipur, Pune, Bengaluru, Mysore, Chennai, Hyderabad and Kolkata


Customer Catchment: Nearly 65% of orders and over 85% of new customers on are from Tier II & III cities
Storage & Fulfillment: Amazon India has more than 60 fulfillment centers and more than 25 specialized sites dedicated to Amazon Fresh selection for daily essentials and grocery; ~1 million sq.ft. of dedicated space for storage and fulfillment of tens of thousands of curated items in the Amazon Fresh selection
Farmer Network: Over 4,500 farmers and Farmer Producer Organizations (FPOs); 5 Farmer Centres; Sells 120 directly farm-sourced fresh fruits and vegetables through its farmer centres
Sourcing & Procurement: Sources over 200 metric tonnes of fruits and vegetables from collection centers close to the farms daily with payment made to farmers within 4 hours Employee Base: Amazon India has over 1 lakh delivery partners and about 65,000 employees working across verticals in India
Future Plans: Be the most automated digital grocer in India; Bring more local sellers and farmers on its platform; Keep upgrading the shopping experience with new features and enhancements while continuing to expand the infrastructure and widen the coverage to more cities and towns.