Amazon Fresh Opening in Two Locations in the Two River Area

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Representatives from the Holmdel Planning Board confirmed an Amazon Fresh will be going in the storefront vacated by Best Market in the Commons at Holmdel. Sunayana Prabhu

By Sunayana Prabhu

HOLMDEL – The rumors are true: Amazon is opening two new grocery stores in the Two River area, one in Holmdel and the other in Eatontown.

The Two River Times confirmed the former Best Market spot in the Commons at Holmdel will be an Amazon Fresh in the coming months. According to Bonnie Imposimato, Holmdel Planning Board secretary, “There’s paperwork here that the public could access if they wanted to see a picture of what their sign is going to look like. It says ‘Amazon Fresh.’ ”

The planning board’s technical review committee had to approve the signage which incorporates Amazon’s signature arrow logo. “Logos aren’t permitted,” generally, in the shopping center, Imposimato explained, but after review the sign was approved in April.

This information confirms a long-percolating rumor that the online mega-retailer would expand its grocery business in the area. While the Eatontown Planning Board was unavailable for  comment, construction at the former Toys “R” Us site on Route 35 is strikingly similar to that in Holmdel.

Construction on both Amazon Fresh grocery stores is nearing completion. In both areas cart shelters have been erected in the parking lots.

Amazon bought Whole Foods in 2017, so the company isn’t new to the grocery business. But Amazon Fresh is unique. While it does not offer innovative food products – in fact, in collaboration with Whole Food’s supply chain, the store broadly sells the same items – Amazon Fresh offers the convenience of skipping the checkout line using the “Just Walk Out” feature,  a sentiment printed on the supermarket walls.

Another checkout-free option are the brightly colored, digitally connected smart shopping carts, a technological innovation that is both brilliant and baffling. 

Though unconfirmed, it is likely an Amazon Fresh grocery store will be opening soon in Eatontown to the former Toys “R” Us location on Route 35. Sunayana Prabhu

The Amazon Dash Cart (also available at some Whole Foods Markets) seamlessly blends online and in-store shopping. For the technologically timid, traditional checkout with cashiers will be available.

According to information on Amazon’s website, “The cart uses a combination of computer vision algorithms and sensor fusion to identify items you put in the cart. Simply grab an item, scan it on one of the Dash Cart cameras, and place it in the cart like you normally would. When you exit through the store’s Amazon Dash Cart lane, sensors automatically identify the cart, and your payment is processed using the credit card on your Amazon account.”

The cart has built-in sensors like a GPS that can not only detect products shoppers take from or return to shelves, but can also track the path shoppers take through aisles, accumulating a wealth of information on consumer behavior.

Matt Newburg, founder of hngry.tv, examined how technology shapes the way we eat. In his article “The Secret Hiding Inside Amazon’s New Smart Shopping Carts,” posted on medium.com, Newburg explained how the carts work. “Imagine blanketing the floor of a grocery store with paper and drawing a path with a crayon attached to the front wheel. That treasure trove of data can be used to determine everything from the ideal floorplan that maximizes sales down to the demographics of the most trafficked aisles. Path-related research has also been deployed in shopping malls to study how consumers move between stores.”

Amazon’s public relations representative, Kim Kornfeld, responded to The Two River Times query about the launch of Amazon Fresh in Holmdel and Eatontown in an email but said, “We don’t comment on our future store roadmap.”

But the presence of the giant’s brick-and-mortar supermarket chain has been an ill-kept secret. 

Established supermarkets in the neighborhood are gearing up to face the competition by delivering “great service, foods and in-store experiences, relying always on our knowledge as grocers and our deep ties to the communities where our stores operate,” said Richard Saker, president and CEO of Saker ShopRites, Inc.

Saker explained that the grocery business today is as competitive as it has ever been. In recent years, “we’ve seen some traditional operators leave the market and new ones emerge. And while the players may change, the competition always remains.”

The imminent arrival of Amazon Fresh is being met with mixed responses from shoppers in the neighborhood who’ve patronized supermarkets like ShopRite, Foodtown, Stop & Shop and Lidl for years.

Amazon Dash Cart has convenient features for grocery shopping, including a built-in weight scale and a screen where you can view your receipt as you shop. Courtesy Amazon

“My shopping experience will not change, no matter who opens up around here,” said Madonna Robinson, a Red Bank resident. “I do my shopping at Foodtown and I have for 30 years.”

Some customers have a special and specific reason for shopping at Foodtown. “I teach kids with special needs,” said Abby Berbrick, of Shrewsbury, who spoke about Foodtown employees with special needs who she hopes can retain their jobs amidst the competition. “It warms my heart… because I think of my kids having a job. It’s a big deal for them.” There was no word yet on Amazon Fresh’s hiring practices.

For Red Bank resident Brian Fitzgerald, community is the key. “I think that when you’re a part of a community, you want to make sure that the community thrives. And so supporting Foodtown would definitely be my No. 1 priority.”

But the technology used by Amazon Fresh does have some shoppers curious. “I’ve never seen one (Amazon Fresh store) before. And so, I’m actually looking forward to an opening and seeing what it is,” said Laurie, a resident from Oceanport who did not want to give her last name. “But Lidl’s No. 1,” she confirmed.

Amazon has not released opening dates for either grocery store yet, but local grocers, rooted in the community, are getting ready. “We believe choice is good for everyone,” Saker said and reminded residents new doesn’t always mean better. “We have a unique supermarket experience to offer our customers. Monmouth County is also our home, and we have a long history of providing value and quality to our customers.”

The article originally appeared in the August 11 – 17, 2022 print edition of The Two River Times.