"We can confirm we are bringing an Amazon Fresh store to Poway, CA, and look forward to serving the community with high-quality grocery items at a great value," wrote Amazon Spokesperson Griffin Buch.
Amazon Fresh, part of Amazon's grocery venture, was initially lauded for its futuristic "Just Walk Out" technology. This feature allowed customers to shop without stopping at checkout counters, allegedly utilizing sensors and cameras to automatically detect items in the cart, processing the payment via their Amazon account as they exit the store.
While Amazon's "Just Walk Out" technology was marketed as a cutting-edge innovation powered by artificial intelligence, reports from April of this year revealed that the system relied heavily on manual monitoring by around 1,000 workers based in India. This revelation highlights the complexity of the technology, which used cameras and sensors to scan items.
Now, despite the initial excitement based around the "AI technology", as of earlier this year, the company has pivoted away from the cashier-free approach. According to recent reports, the "Just Walk Out" technology is being phased out of Amazon Fresh stores in the U.S., though it will remain in the U.K. This shift follows feedback that customers were uncomfortable with the extensive surveillance and wanted more visibility into their spending while shopping.
In its place, Amazon is doubling down on its "Dash Cart" technology. This smart shopping cart incorporates scanners and screens, enabling customers to scan items, weigh produce, and monitor real-time receipts and discounts as they shop. Unlike "Just Walk Out," the Dash Cart system provides a more tangible and user-friendly shopping experience, while still integrating advanced technology. The cart essentially acts as a mobile self-checkout system and is being positioned as a less invasive alternative to Amazon's original high-tech vision.
Though Amazon has not confirmed when or if the Dash Cart will become widespread across all its stores, the shift in technology reflects the company’s evolving approach to the grocery market. The company's earlier push to automate the entire supermarket experience proved costly and difficult to implement, especially when requiring high accuracy in tracking purchases. The shift to Dash Carts also opens up new opportunities for in-cart advertising, potentially creating a new revenue stream for Amazon.
In its place, Amazon is doubling down on its "Dash Cart" technology. This smart shopping cart incorporates scanners and screens, enabling customers to scan items, weigh produce, and monitor real-time receipts and discounts as they shop. Unlike "Just Walk Out," the Dash Cart system provides a more tangible and user-friendly shopping experience, while still integrating advanced technology. The cart essentially acts as a mobile self-checkout system and is being positioned as a less invasive alternative to Amazon's original high-tech vision.
Though Amazon has not confirmed when or if the Dash Cart will become widespread across all its stores, the shift in technology reflects the company’s evolving approach to the grocery market. The company's earlier push to automate the entire supermarket experience proved costly and difficult to implement, especially when requiring high accuracy in tracking purchases. The shift to Dash Carts also opens up new opportunities for in-cart advertising, potentially creating a new revenue stream for Amazon.
In Poway, the upcoming Amazon Fresh will feature this Dash Cart technology, aligning with the company’s national transition. Shoppers can expect a streamlined, tech-enhanced experience that combines elements of traditional grocery shopping with Amazon’s innovative solutions. Same-day delivery, curbside pickup, and other modern conveniences are also expected to be available.
There are currently more than 70 Amazon Fresh supermarkets in eight states, including in California, Illinois, Washington, Virginia, Maryland, Pennsylvania, New York and New Jersey, as well as in the United Kingdom. We reached out to the city of Poway, who confirmed that Amazon ceased any communications with them following the city's approvals in 2022.
Amazon Fresh is expected to open in mid-2025 at 14837 Pomerado Road in Poway.
