What the shopping experience is like at Amazon Fresh in Wembley

Following the news of the UK’s second Amazon Fresh store that launched in Wembley Park on Tuesday (March 16), the Harrow Times decided to check out the venue to see what this can mean for shoppers in the area.

The store is advertised as “contactless” as you can enter the store, pickup items and then walk out without the need for a till.

Of course, the sceptic in me was curious on how streamline the process actually is in real life – but from my first visit Amazon Fresh managed to exceed expectations.

As with most places since Covid-19 struck the globe, I was met with a queue outside the new store, but fortunately it was only a matter of minutes until I was inside.

The short queue outside the store

A member of staff explained that you would need to be signed into your Amazon app, tap the basket icon and then click ‘Fresh Code’ to load up a QR code that grants you entry in the store.

And as simple as that – you are free to explore the store and pick-up whatever items you desire.

The products on offer range from fresh fruit, meat, dried foods, prepared sandwiches and meals, freshly baked goods and other stuff you’d expect to see in something like a Tesco Express, the range of stuff available were definitely enough for a regular shopping trip.

The Just Walk Out technology – similar technology seen in self driving cars – is made up of cameras and sensors around the store that track what items are taken or returned to shelves, and logs the items in a virtual basket.

An inside look at the store

In my attempt, I picked out some soft drinks and a few snacks – just to see what the experience was like.

And just like that, I was able to walk out with the items, without having to physically go to a till.

Part of me felt rebellious just walking out. After being conditioned for so long to line up for a till, or to make use of a self-checkout, it felt almost criminal that I skipped this stage.

I checked my phone later and saw it correctly tracked the items I brought outside, the total cost and how long I was in the store.

And a few hours later the cost was transacted from my bank.

An inside look at the store

It does leave the question on how truly accurate these sensors can be. Despite the advance in technology, it is hard to believe that sensors can truly take an accurate note of all the items I picked up. Will there ever be a case that I walk outside and I’m accused of having purchased a whole chicken when I just popped in for a can of Coke?

Amazon seems adamant that their technology will suffice and will accurately track what you’ve purchased. If there is a problem, a refund can be requested through the app or customer services can be contacted – and with so many cameras around the store, it’ll be hard to scam the system.

As a person who thoroughly enjoys lounging at Boxpark Wembley or the odd-trip to the Wembley Outlet, I can definitely picture myself popping in the store quite often in a post-lockdown world.