What: It’s the third such convenience store to feature Just Walk Out Shopping tech in the UK.

Why is it important: Amazon Fresh looks like a store, but really it’s an online shop guarantying 100% data capture.

Shoppers use the Amazon app to enter the store (no Prime membership required) and buy items, bagging them as they go. At the end, they don’t need to stand in queue or check out. They are automatically billed as they leave. The store will offer the private food brand, ‘by Amazon’, Customers will also find a range of hot food throughout the day and on-the-go meals for breakfast, lunch and dinner.

Amazon Fresh isn't a physical store, it's an online shop, according to Jonathan Haywood, Head of Operating Model Redesign, Loyalty & CRM at Holland & Barrett. Haywood notes that Amazon Fresh is doing a good job at disrupting some of the classic problems retailers face, including customer identity and data.

Amazon, therefore, has created a bricks and mortar proposition that looks and acts like a shop, with some differential customer propositions that draw people to it (no queuing etc).  But underneath all that, it’s an online shop that guarantees 100% customer data capture.

Haywood bets we will see a rapid rotation of inventory, not only predicated on top sellers, but on repeat rate, basket expansion and anchor/destination SKUs for some of the smaller customer cohorts.

Amazon opens third London Amazon Fresh store, in White City