Amazon Fresh comes to the UK
How excited are British shoppers?


of Britons would be excited to see an Amazon Fresh store in their neighbourhood


of Britons think Amazon Fresh will be a threat to big grocers like Tesco and Morrisons


of Britons believe Amazon Fresh-like stores will succeed despite online retail’s entrenchment

Amazon opened its first physical store, Amazon Fresh, in London last week, bringing the fully-automated, no checkout shopping experience to British consumers. This report delves into the excitement around the US behemoth’s formal entry into the UK and its impact on the country’s brick-and-mortar retail segment. Both Amazon and top retailers like Tesco and Morrisons can leverage this data in their decision-making.

Three years after rolling out the concept back home in America, Amazon has brought its exclusive ‘Just Walk out’ till-less technology to the UK with the launch of the first Amazon Fresh store in Ealing this month. Like Amazon Go in the US, the store lets consumers walk in, pick up what they want and walk out without having to stop and pay at the cash register. Shoppers are automatically billed as they leave the store, with a charge made to their Amazon account soon after. The online retail giant has huge plans to expand its physical presence in the UK in the coming years. But it may not really have the first-mover advantage as retailers like Sainsbury’s, M&S Food and Tesco are already onto the ‘scan, pay, and go’ service. How excited are Britons about Amazon Fresh, and what do they think about the tech-heavy retail concept? Piplsay polled 6,005 Britons nationwide to get some insights? Here is a summary of what we found:

Other Insights

  • 44% of men and 42% of women would be excited to have an Amazon Fresh store near them
  • 36% of Millennials and 33% of Gen Xers think Amazon Fresh-like stores will be a success as compared to 31% of Gen Zers
  • 72% of Gen Zers and 63% of Millennials think Amazon Go will be a threat to the existing brick-and-mortar retail giants in the UK

Survey Methodology: This Piplsay survey (powered by Market Cube) was conducted nationwide in the UK from March 9-11, 2021. We received 6,005 online responses from individuals aged 18 years and older.

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