Amazon plans new supermarket offensive

Amazon‘s physical retail experiments have disappointed up to now, but this year the company wants to go big with a new supermarket format. CEO Andy Jassy admits that most people want to see food before buying.

Expectations not met

Since its acquisition of American supermarket chain Whole Foods in 2017, expectations were high: Amazon would use its dominant position in e-commerce to reinvent the physical retail market as well. Food would become the lever for the retail giant to truly become the “everything store” – or so most analysts thought.