
Amazon Fresh stores also sell Morrisons-branded products in line with its partnered delivery service. These own-label brands include 'Amazon Fresh' and 'By Amazon', as well as the 'Our Selection' premium sub-brand range. The store stocks a lower proportion of own-label products on its shelves compared with other supermarkets, according to ESA Retail.

The Amazon Fresh store we visited sells mostly food and some everyday essentials such as personal hygiene products and laundry detergent. What are prices like at Amazon Fresh stores?


Once you've scanned the QR code at the store entrance, you're free to walk in and start shopping, using your own bag or one of Amazon's free paper bags.

To get into the store you need to create an Amazon account (if you haven't got one already), download the Amazon app, choose the account or card you want your shopping to be billed to and generate a unique QR code. Shopping at an Amazon Fresh store is an entirely different experience from visiting your local Tesco or Sainsbury's.
