- Launched August 2007 - Only operated in Seattle - Initially, AmazonFresh’s value proposition emphasized “a great selection and great prices and a really convenient experience” - Partnered with local merchants to sell their products - Amazon tapped seasoned executives with experience in both e-commerce and retail operations to lead AmazonFresh - Aimed to keep prices comparable to grocery stores

1. BY GROUP 9
ALEEVA GOYARI
ANKUSH VERMA
AKHIL VERMA
JEEVAN RATHOD
PUJA ASHWINI
SAGAR RATHEE
SHIVAM GUPTA
AmazonFresh:
Rekindling the
Online Grocery
Market

2. E-COMMERCE: FACTORSTHAT CREATE
VALUE FOR CONSUMERS
• User Interface
• Loading Speed
Website/Mobile
App Design
• Availability of Multiple Payment
OptionsPayment
• Return Policy should be on clicks
• Live Chat and Customer Reviews and
Testimonials for assurance
Customer Service
• Vendors credibility
• Regular QA checks on Vendors
Quality Check
2

3. ABOUT AMAZON FRESH
3
• Launched August 2007
• Only operated in Seattle
• Initially AmazonFresh’s value proposition emphasized “a great
selection and great prices and a really convenient experience”
• Partnered with local merchants to sell their products
• Amazon tapped seasoned executives with experience in both e-
commerce and retail operations to lead AmazonFresh
• Aimed to keep prices comparable to grocery stores

4. CHANNEL STRATEGY
4
Publisher/Supplier
Amazon Customer
Wholesaler
Product

5. CHANNEL STRATEGY
5
Delivery Options
• Next day delivery during one hour delivery window
• The ‘sleep tight’ service enabled customers to order later in
the day and have their groceries left in a temperature-
controlled tote on their doorstep during the night
Distribution
• Distribution centres with refrigeration and freezer capabilities
• Totes and Coolers for packaging
• Gel Packs and Frozen Bottles of water required to keep the
products cool

6. CHALLENGES FACED BY ONLINE GROCERY RETAIL
• Long lead times
• Brick and mortar stores
appealed more to customers
• They needed their own
logistics infrastructure to keep
food at appropriate
temperatures
6
• They needed sufficient
customer density in a given
neighborhood
• Orders tended to spike at
certain times (like holidays
and weekends)
• They lacked legitimacy

7. RECOMMENDATIONS
• Educate the delivery agents to reduce
the waiting time between two deliveries
and ensure it by tracking them
• Keep limited delivery trucks under their
ownership and hire trucks on
contractual basis for weekends and
holidays
• Offer attractive deals/discounts to retain
customers
• Save their order list and provide them
the option of re-ordering
7
OVERCOME EXISTING CHALLENGES
• Can expand to other cities
• Can use drones to deliver in posh
localities (will reduce the lead time)
• Open warehouses under water
FUTURISTIC APPROACH

8. THANKYOU