Amazon is making a major shift in how it does groceries in the UK. The company confirmed it will close all 14 of its Amazon Fresh stores and convert another five locations into Whole Foods Market stores.
The move comes after what Amazon calls a “thorough evaluation” of its grocery operations. Instead of physical Fresh stores, the e-commerce giant says it sees “very substantial” growth opportunities in online grocery delivery.
From Stores to Screens
Amazon opened its first Fresh store in London in 2021, but just four years later, it’s changing course. While physical stores never gained major traction against local rivals like Tesco, Sainsbury’s, and Ocado, Amazon’s online grocery business is booming.
In fact, according to Amazon UK:
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More than 2 million grocery and household essentials are already available through Amazon.co.uk, Fresh online, Whole Foods, and delivery partners like Morrisons, Co-op, Iceland, and Gopuff.
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By early next year, 80% of UK Prime members will have access to at least one of these grocery partners—many will have three or more.
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In Q1 2025, Amazon’s “everyday essentials” category (which includes groceries) grew nearly twice as fast as the rest of its UK business and now makes up one in three units sold on Amazon.co.uk.
Amazon is also leaning into speed. Prime members already enjoy one-day and same-day delivery on thousands of products, but by 2026, UK shoppers will be able to order fresh produce, dairy, meat, and baked goods alongside household staples for same-day delivery—a service Amazon recently rolled out in the U.S.
Whole Foods Expands in the UK
As part of the reshuffle, Amazon plans to convert five Fresh stores into Whole Foods Market locations. Whole Foods, which Amazon acquired in 2017, caters to shoppers looking for premium organic and natural groceries.
With these additions, plus a new store in Chelsea and another planned for Greater London in 2026, the UK will have 12 Whole Foods Market stores.
What About Employees?
Amazon hasn’t confirmed how many jobs will be affected but says its “goal is to redeploy as many employees as possible.” John Boumphrey, Amazon UK’s country manager, emphasized the company’s long-term commitment, pointing to a £40 billion UK investment plan over the next three years. That investment includes thousands of new full-time jobs, four new fulfillment centers, and two new London offices.
The Big Picture
The closures mark the end of Amazon Fresh stores in the UK—but not Amazon’s grocery ambitions. Quite the opposite.
Amazon is betting big on delivery, partnerships, and Whole Foods to win over British shoppers. And with forecasts suggesting 25% of all UK food spending will be online by 2030, Amazon is positioning itself to be the go-to destination for both everyday essentials and fresh groceries.
As Boumphrey put it: “We continue to invent and invest to bring more choice and convenience to UK customers, enabling them to shop for a wide range of groceries with low prices and fast delivery.”
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