Amazon has established eleven Fresh stores with plans for 28 additional locations.  Amazon recently announced two stores in the Washington DC area to be located located near Logan Circle and in Chevy Chase, MD.  The other stores will be in Franconia near the Amazon H2Q in Arlington and a fourth unit in Warrington, PA. 

The first Amazon Fresh store was opened in the Woodland Hills neighborhood of Los Angeles featuring high technology including Dash-carts, voice-activated Echo displays and cashless check-out.  Amazon has expanded in food retail using the Fresh concept with advanced technology and low prices in contra-distinction to Whole Foods Market, purchased in 2017 for close to $14 billion, and featuring organic and high quality local foods priced appropriately.

Industry observers interpret Amazon strategy as addressing the needs of middle-income customers drawing shoppers from conventional supermarkets and the discounters including Aldi and Lidl.