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

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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 Amazon.com Inc.’s Indian subsidiary Amazon India to establish itself in the fast-growing online grocery delivery space.

STORE HIGHLIGHTS

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

KEY SPECS

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

PERTINENT NUMBERS

Customer Catchment: Nearly 65% of orders and over 85% of new customers on Amazon.in 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.