Three-minute read
David P. WillisAsbury Park Press
EATONTOWN - Customers can now step inside Amazon Fresh, the Jersey Shore's latest grocery store, to get a glimpse of what Amazon, the world's largest online retailer, has worked on for two years.
The doors opened at 8 a.m. Thursday after a ribbon-cutting ceremony. The Amazon Fresh store, the retailer's second in New Jersey, is at 137 Route 35, at the corner of Route 35 and Wyckoff Road. Regular hours are 6 a.m. to 10 p.m. daily. Its other store is in Paramus.
"We're thrilled to open our newest Amazon Fresh grocery store right here in the heart of Monmouth County," said Lionel Triplett, Amazon Fresh's regional manager, in a statement. "The opening invites Eatontown customers to experience grocery shopping with Amazon Fresh both in-store and online."
In June 2022, Amazon announced that Amazon Fresh was coming to Eatontown. Another store also is planned for theCommons at Holmdel shopping center on Route 35in Holmdel.
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But in early 2023, Amazon paused the rollout of its Amazon Fresh stores across the country, freezing development in Eatontown, Holmdel and across New Jersey, while it sought out a format and look that worked for grocery customers.
In August 2023,Amazon rolled out its new look with remodelsof stores in Schaumburg and Oak Lawn, Illinois.
Amazon Fresh touts its technology and how it is integrated into customers' shopping trips. For instance, you can use Amazon's Dash Cart to skip the checkout line. Shoppers can scan items as they shop. Produce is automatically weighed when you put it in the cart. You can check out automatically by leaving through the Dash Cart lane or go through a traditional grocery checkout.
Little Silver resident Michelle Welsh used a Dash Cart as she shopped around the store. "This is going to work out well," Welsh said. "I like that you can just come in, put stuff in my cart and pay on my way out without having to go through the cashier."
The store also will haveAmazon One, Amazon's palm reading technology that quickens payments at the register. It is already installed at Whole Foods Market, the Amazon-owned natural foods grocer.
Customers also will be able to do their grocery shopping online with delivery and pickup options.
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"We're excited for customers to see our wide selection of national brands, high-quality produce and curated array of their favorite local items and fresh-prepared meals," Triplett said.
Amazon Fresh said shoppers can look forward to:
- A wide assortment of national brands and high-quality produce, meat and seafood as well as a range of prepared meals made in store daily.
- Dedicated departments offering a wide selection of crackers, cheeses and charcuterie from local and national brands; and international flavors, including a naan bread selection and international condiments and sauces from around the world.
- Quick foods, such as grab-and-go sandwiches, salads, wraps, snack boxes, take-and-bake pizzas, ready-to-heat burritos and ready-made meals.
- More than 75 local brands, including Abe's Muffins, Chloe's Pops and Van Leeuwen Ice Cream.
- Savings of up to 30% on 4,000 weekly rotating grocery items across the store. Amazon Prime members have access to offers of 10% off on hundreds of additional grocery items.
- Store brands such as Aplenty, Fresh Brand and 365 by Whole Foods Market
On Thursday morning, a line of customers stretched past the entrance to Hacksensack Meridian Health's community health center next door. A ribbon-cutting ceremony, and the presentation of a $10,000 gift to Fulfill, the Neptune-based food bank, was held just before the store opened.
"It's been a long time coming," Eatontown Mayor Anthony Talerico Jr. said. "We're excited to see it open."
Littler Silver resident Lesly Hochhauser, who usually shops at Trader Joe's and Whole Foods Market, decided to check out Amazon Fresh. "I'm looking for some brands that I would normally get in Whole Foods to see if they have it here," Hochhauser said. "Really beautiful store, I'm happy to see it in the area."
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David P. Willis, an award-winning business writer, has covered business, retail, real estate and consumer news at the Asbury Park Press for 25 years. He writes APP.com's What's Going There column and can be reached at dwillis@gannettnj.com.Pleasesign up for his free weekly newsletterand join hisWhat's Going There page on Facebook for updates.
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