Amazon will close all 19 of its Amazon Fresh convenience stores in the UK, putting around 250 jobs at risk as the company pivots towards online grocery delivery and expands its Whole Foods Market brand.
The U.S. retail giant confirmed it has launched a consultation process with staff. While some employees may be redeployed within other parts of the business, Amazon warned that many positions are likely to be cut.
Amazon Fresh entered the UK market in 2021 with its “just walk out” technology, which allowed customers to bypass traditional tills by scanning an app upon entry. Purchases were automatically billed using cameras and sensors. The futuristic format was hailed as a revolution in retail but has struggled to gain traction beyond its pandemic-era launch, as footfall declined and operational costs mounted.
Five of the existing Fresh locations will be converted into Whole Foods stores, bringing the organic-focused chain to 12 outlets nationwide by the end of 2026. Amazon also plans to open two additional Whole Foods sites, reinforcing its commitment to the brand as its primary bricks-and-mortar grocery offering in the UK.
John Boumphrey, Amazon’s UK country manager, stressed that the company is not retreating from the British grocery sector. “Since 2008, we’ve worked hard to innovate to help our customers save time and money when shopping for groceries and household essentials,” he said. “We continue to invent and invest to bring more choice and convenience to UK customers, enabling them to shop for a wide range of everyday essentials and groceries with low prices and fast delivery through Amazon.co.uk, Amazon Fresh, and Whole Foods Market stores, alongside our third-party grocery partners, including Morrisons, Co-op, Iceland, and Gopuff.”
The restructuring comes as Amazon looks to double the number of Prime members who can access at least three grocery options. From next year, fresh products including dairy, meat and seafood will be made available directly through Amazon.co.uk, broadening the company’s online grocery proposition.
The decision mirrors Amazon’s retrenchment in the U.S., where the company has scaled back some physical retail formats after struggling to integrate them into its wider ecosystem. Analysts say the move reflects a recognition that Amazon’s strength lies in logistics, delivery and online sales, while physical grocery remains a tough market dominated by established supermarket chains.
The closures mark a setback for Amazon’s ambitious experiment in cashierless shopping, once seen as a potential industry disruptor. For affected employees, however, the focus now shifts to the consultation process and whether redeployment opportunities will materialise.
