This week Amazon introduced its long awaited a grocery retail concept Amazon Fresh in Woodland Hills, California. The new store is designed from the ground up to offer a seamless grocery shopping experience, whether customers are shopping in-store or online. Amazon has leveraged it’s decades of operations experience to deliver consistently low prices, and FREE same-day delivery for Prime members.

Customers shopping Amazon Fresh will find a wide assortment of national brands, private brands and high-quality produce, meat, and seafood. Plus, the Amazon culinary team has created a private brand range of delicious prepared foods made fresh in store.

The store experience also includes the Amazon Dash Cart, which enables shoppers skip the checkout line, and new Alexa features to help customers manage their shopping lists and better navigate our aisles.

“I’m excited to announce that starting this week, we’re opening our doors to a select group of invited customers in Woodland Hills, California, to shop the store before it opens widely to the public in the coming weeks.” Jeff Helbling, vice president, Amazon Fresh Stores

Customers can shop a wide assortment of conventional produce, meat, and seafood, as well as private brand products 365 by Whole Foods Market organics and new Amazon private brands like Fresh and Cursive.

“Our Fresh brand offers great value on things like meat, seafood and bakery items. For example, we will offer our Fresh brand, natural whole chicken with no added hormones, for 99¢,” Helbling said. “And our new Cursive brand is an exclusive wine brand to Amazon. It offers a selection of reds and whites, also with terrific value. My favorite of this group is our Cursive Rose’, which is great for this time of year, and was also recently awarded a 92 rating by James Suckling.”