Nick Carroll, Mintel Associate Director of Retail, said: Amazon Fresh is regularly used by only 7% of Prime members. Just under one in five (18%) consumers purchased food and drink online from Amazon in the past year. The importance of a fast shopping experience is highlighted by the 4 4% of consumers who say they have looked to limit their time in-store since the pandemic began. While less than one in five (17%) Brits are drawn to the prospect of cashier-less technology, this rises to 27% of 16-24s. In its US Go and Fresh stores, Amazon has made waves with its ‘Just Walk Out’ technology that allows shoppers a ‘check-out free’ experience. Overall attraction in shopping at these physical stores was higher among younger shoppers, with 84% of 16-34s showing some interest conversely 39% of over-65s said they would not shop in an Amazon grocery store.

Meanwhile, a quarter (24%) would like the opportunity to be able to collect online orders. When asked what would encourage them to shop at a physical Amazon grocery store, almost two thirds (63%) of consumers said they would be attracted to discounts for Prime membership*. With the first Amazon grocery store opening in Britain today (Thursday), latest research from Mintel reveals that three quarters (76%) of Brits say they would shop at one.

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