Amazon Fresh brings new shopping technology to Moorpark in grand opening

Customers+waiting+in+line+to+enter+Amazon+Fresh+during+the+grand+opening+on+Feb.+24%2C+2022.+Photo+credit%3A+David+Chavez

Customers waiting in line to enter Amazon Fresh during the grand opening on Feb. 24, 2022. Photo credit: David Chavez

By Claire Boeck

The technology corporation Amazon opened Ventura County’s first Amazon Fresh grocery store in Moorpark at the former Staples location.

The new store is located on 742 New Los Angeles Ave. and featured Amazon’s “Just Walk Out” technology. The store had its grand opening on Feb. 24 and shoppers were able to pick up items as they please and exit the store without waiting in a checkout lane.

The grand opening attracted dozens of Moorpark shoppers. Several promotions were in place to celebrate the grand opening, including coupons and free samples.

The entrance was lined with rows of lanes and kiosks. To begin shopping, customers could either open the Amazon app on their smartphone and scan a uniquely generated QR code, scan their palm using the company’s Amazon One program or simply scan any credit card that is linked with their Amazon account.

At an exit kiosk, customers then scan again with whichever of the three methods they prefer and they will be electronically billed once their order is processed.

Checkout lanes are still present inside the store for those who prefer a more traditional shopping experience.

Hundreds of small cameras hung from the ceiling, angled towards the many shelves stocked with food and products. According to official statements on Amazon’s website, the store uses the same technology used in self-driving cars.

“Just Walk Out Technology automatically detects when products are taken from or returned to the shelves and keeps track of them in a virtual cart,” the Amazon Fresh website said. “When you’re done shopping, you can just leave the store. Later, we’ll send you a receipt and charge your Amazon account.”

The inside of Amazon Fresh featured many standard grocery store amenities, such as a produce aisle, deli section and ready-made hot items.

A sign inside the Amazon Fresh grocery store in Moorpark advertising their "Just Walk Out" technology. Photo Credit: Claire Boeck
A sign inside the Amazon Fresh grocery store in Moorpark advertising their "Just Walk Out" technology. Photo credit: Claire Boeck

Despite the automated nature of Amazon Fresh, the hustle and bustle of employees still filled the large store.

“You’ll see employees greeting shoppers at the door, restocking shelves, answering questions, and making product recommendations,” Amazon maintained. “We’ve simply shifted how our store teams spend their time so they can help deliver a great experience for shoppers.”

Amazon Fresh’s Moorpark store manager, Megan Disabelle commented on her expectations for the new location in a recent VC Star article.

“Not only are we going to be providing residents with low prices as a local grocery store, we will also be able to provide jobs for the community as well,” said Disabella.

For more information on Amazon Fresh grocery stores, visit their website.