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Amazon turns to combination of Alexa, its app and a futuristic shopping cart as it opens its first Fresh Store

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Amazon has given its first glimpse of its new US Fresh store, which will feature a range of omni-channel and mobile options for shoppers, including pre-ordering, click and collect and free delivery.

The retailer is also introducing a new kind of shopping cart – the Amazon Dash Cart – which enables customers to skip the checkout line, and new Alexa features to help customers manage their shopping lists and better navigate our aisles.

The Amazon Fresh store is located in the heart of the Woodland Hills community in LA and offers same-day delivery and pickup direct from the store, with customers picking up their orders by visiting the service counter or by pulling up to a dedicated pick-up parking spot.

Shoppers can also order fresh foods such as pizza and deli items to be made to order while they do the rest of their shopping, all from the Amazon Fresh app. Amazon Fresh also offers package pick-up and free package-less product returns.

The app and shopping cart working in harmony is perhaps the most interesting part of the Amazon roll out. Customers simply place their bags in the cart, sign in using their Fresh QR code in the Amazon app, shop, then exit through the Dash Cart lane to automatically complete their payment.

The cart uses a combination of computer vision algorithms and sensor fusion to identify items put in the cart.

Customers can also find items in the store more quickly by using Alexa and Alexa shopping lists. When customers arrive in store, they can access their Alexa shopping list through the Amazon app or on the Amazon Dash Cart, enabling them to quickly navigate aisles and check off items as they shop. Throughout the store there are also Amazon Echo Show devices available to ask Alexa for help—simply say, “Alexa, where can I find the hot sauce?”

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