Previous Tenants: Fairway Market (2009-2020)
Location: 30 E Ridgewood Ave, Paramus, NJ
Photographed: August 12, 2022
It's time for The Market Report to visit an Amazon Fresh! The rapidly growing chain currently has approximately 40 locations, and their first New Jersey store is in a roughly 50,000 square foot former Fairway Market, which they purchased in the 2020 Fairway bankruptcy. While Amazon is of course enormous and powerful, and runs a strong grocery operation for both delivery (Amazon Fresh/Prime) and in-store shopping (Whole Foods), it seems the latest Amazon stores bring together all of the weak points of both with few of the strong points.
So I can't say I love the new Amazon Fresh here in Paramus, although I wouldn't say it's a total failure of a store or of a concept. It just needs a lot more refining, refining I had hoped would've been done in the two years Amazon has been using the Fresh concept. (For Amazon, I would think two years is an eternity, and time they could use to get done whatever they wanted.) I see similar complaints to mine at Amazon Fresh stores nationwide, and they've halted expansion in the UK, so I do wonder what the format's long-term longevity is. To be clear: if Amazon decides they want to make it work, they will, no question. It's just a question of how much time, effort, and money Amazon wants to put into their physical retail program. Tomorrow, we have another Amazon-owned store not too far away in another Special Report here on The Market Report!