The rise and fall of Amazon's ambitious experiment in cashier-less grocery shopping

Countries & Cities · Published 15 October 2026 Swipe more like this →

In short: Amazon Fresh began as a digital delivery service before pivoting to high-tech, surveillance-heavy physical stores. Despite deploying advanced automation like Just Walk Out technology and smart Dash Carts, the chain struggled to win over shoppers. By early 2026, Amazon shuttered its physical locations to refocus on online grocery delivery.

Launched in 2007 as an invite-only delivery service in Washington, Amazon Fresh eventually expanded into a chain of physical supermarkets starting in 2020. These stores were designed to eliminate traditional checkout lines using sophisticated surveillance cameras and sensors. Some locations utilized Just Walk Out technology, which automatically tracked items as customers moved through the aisles, while others employed Dash Carts—intelligent shopping carts equipped with barcode scanners and weight sensors to bill accounts directly.

Despite the technical innovation, the physical stores faced significant hurdles. Research indicated that the pervasive surveillance cameras created a sense of unease, with some shoppers describing the environment as intrusive or reminiscent of a Big Brother scenario. This discomfort, coupled with privacy concerns—including a 2021 class-action lawsuit regarding the monitoring of body shapes and palm prints—likely contributed to customers choosing alternative retailers. Furthermore, the Just Walk Out system, which was marketed as fully automated, actually required a team of over 1,000 human reviewers in India to ensure transaction accuracy.

The physical expansion proved difficult to sustain. After reaching 38 U.S. locations by July 2022 and 17 London stores by June 2022, the company paused development in late 2022. Sales figures remained underwhelming, leading to a series of closures. By early 2026, Amazon announced the end of all physical storefronts, with some sites transitioning to Whole Foods Market or being sold to competitors like Tesco. Today, the brand has returned to its roots as a dedicated online delivery service, while Amazon continues to license its Dash Cart technology to other supermarket chains.

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