San Diego's First Amazon Fresh Modern Grocery Store Sets November 7 Grand Opening Date

Amazon Fresh is set to open its first San Diego County grocery store on November 7, bringing a new, tech-driven shopping experience to the area.

Located in Poway's Twin Peaks Plaza, the new Amazon Fresh will offer a wide variety of national brands, fresh produce, high-quality meats, and Amazon's own private-label products, such as Aplenty and 365 by Whole Foods Market. Additionally, customers can browse a broad assortment of local brands and regional favorites, including options like Food for Life and Have'A Corn Chips.

For a convenient experience, shoppers can also enjoy prepared grab-and-go meals and daily fresh-baked items, making it a go-to for both pantry staples and quick meals. The 44,500-square-foot location, once home to Atlas Market, is Amazon Fresh's latest entry in Southern California, aligning with its commitment to expanding physical grocery outlets nationwide.

After substantial delays, this new location will open with the updated Amazon's "Dash Cart" technology, which allows shoppers to track purchases and apply discounts directly within the cart, in real-time, while they shop. This user-friendly tool replaces the previous "Just Walk Out" technology, which Amazon previously implemented but has since phased out from its U.S. Fresh locations following customer feedback. 

Unlike its predecessor, which relied on cameras and AI to automatically detect items, the Dash Cart empowers customers to monitor their shopping directly, enhancing transparency and control over purchases. Despite initial excitement over the automated checkout technology, recent reports revealed that it required significant human oversight, primarily from teams in India, to ensure accuracy, complicating its deployment.

Amazon Fresh in Poway also embraces the company's online-to-store integration, offering customers the option for quick same-day delivery and curbside pickup, accessible through amazon.com/fresh. The store’s opening will bring dozens of jobs to the Poway community and reinforce Amazon’s local presence, as the company announced plans to donate surplus food to Feeding San Diego, extending its social commitment to the region.

In addition to providing an upgraded physical shopping experience, the Poway store highlights Amazon Fresh’s evolving role in the grocery landscape, where its fusion of technology and convenience positions it as a leading innovator.

Amazon Fresh will open on Monday, November 7, at 14837 Pomerado Road in San Diego's city of Poway. The store will operate daily from 8am to 10pm.