Amazon Fresh Delivers Convenience

October 27, 2025 | 5 min to read

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A new retail store in Bailey’s Crossroads, VA, showcases Amazon Fresh’s efforts to highlight fresh food and convenience in a streamlined, easy-to-shop format, merging traditional supermarket merchandising with tech-driven engagement. PRODUCE BUSINESS/MIKE DUFF PHOTOS

With an easy-to-navigate layout, this Virginia produce department makes shopping simple.

Amazon Fresh has reinvented itself several times in recent years, and another shift may still be ahead. Its latest approach focuses on aligning more closely with consumer expectations for a supermarket, starting with a stronger emphasis on the produce department.

The Bailey’s Crossroads store in Virginia, just outside Washington, D.C., showcases that direction. Designed to highlight fresh food and convenience in a streamlined, easy-to-shop format, the concept emerged after Amazon paused growth of the store concept in 2023 to reassess operations and incorporate lessons from earlier models. Since then, growth has picked up again, with the chain surpassing 50 stores last year and now totaling 62 locations.

Amazon says it remains committed to building its food business, which includes Fresh, and Whole Foods Market, which was acquired by Amazon in 2017.

A scale had instructions under “Weigh Now and Check Out Faster.” The 1-2-3 steps included Enter Item Code (PLU), Check Weight and Price, and Print Label and Place on Bag or Container.

At the Bailey’s Crossroads Amazon Fresh, the store offers walk-out technology as well as self-checkouts and Dash Carts. Amazon’s Dash Cart features built-in scanners that let shoppers register items as they place them in the cart. A screen totals purchases as you go.

Amazon touts its Fresh store network as a benefit in its Prime membership program. In the company’s fourth quarter conference call, Andy Jassy, Amazon president and chief executive, referenced its brick-and-mortar operations as part of the benefit package members get with a monthly subscription. Consumers also can get unlimited grocery delivery and orders over $35 from Whole Foods Market and Amazon Fresh for $9.99 a month in a limited version of the membership package.

In the company’s first quarter conference call, Jassy pointed out, “Even if you exclude Whole Foods Market and Amazon Fresh, Amazon is one of the largest grocers in the U.S., with over $100 billion in gross sales last year.”

A refrigerated floor case showcases packaged berries and grapes, with paper signage above enhancing the electronic display below.

Amazon has been making adjustments to its Fresh stores, as exemplified by the Bailey’s Crossroads location, which opened in December of 2024. In Bailey’s Crossroads, the Amazon Fresh produce department opens right at the entrance with a floral display up front. Big, conspicuous signage reading “Fruits & Veggies” is positioned above the cold cases on the wall beyond the floor presentation. The layout offers parallel rows of products, mostly on slant tables, but with some secondary and satellite signage on endcaps. Endcaps included items such as bagged lemons and avocados.

An architectural pillar had vertical signage that stated, “Look for Organics on the Shelf.” The same kind of green and white signage, both vertical and horizontal, were in front of the various floor displays, calling out organics in the merchandise mix within the various displays.

Behind the glass doors at the back of the cold case, salads, fresh-cut items, and vegetables, such as squash and peppers took center stage.

Citrus reamers sat in a multi-basket display at the end of the apple display, which included both bagged and bulk apples. The store also displayed sweet and white potatoes in bulk and bags, with spaghetti squash alongside.

On the sales floor, a refrigerated case displayed packaged berries and grapes, with paper signage above complementing the built-in digital screens. Additional signs tied the promotion together by featuring a parfait recipe accessible through a QR code. The mix of physical and digital touchpoints reflects Amazon Fresh’s effort to merge traditional supermarket merchandising with tech-driven engagement.

Signage also provided storage tips — for example, advising shoppers to keep blueberries refrigerated and lightly covered.

At the produce department’s front open section, displays highlight head lettuce, loose greens, radishes and bagged celery.

Next to the floral presentation near the entrance, which included a round floor and on-the-wall fixtures, Amazon Fresh Bailey’s Crossroads offered pallet displays of promotional items, including, at the time of the store visit, mandarins, Sumos and Honeycrisp apples.

Behind the glass doors at the back of the cold case, salads, veggies, such as squash and peppers, and fresh cuts predominated. The case housed both bagged and clamshell salads, as well as cut fruit and vegetables. The fresh-cut case element incorporated BOGO promotional signage in and around clamshell fruit, chopped onions and prepped celery.

Salads, veggies, and fresh cuts predominated the cold case at the Amazon Fresh store in Bailey’s Crossroads, VA. The case housed both bagged and clamshell salads, as well as cut fruit and vegetables.

The Bailey’s Crossroads Amazon Fresh isn’t the only newly opened store in the D.C. area. After Bailey’s Crossroads opened in December, the company debuted an Amazon Fresh store in March in Silver Springs, MD, using the same format.