The First UK Amazon Fresh Grocery Store Is Now Open

Amazon Fresh offers a contactless shopping experience, where you can purchase whatever you need without having to pay at a till.

Customers simply scan a QR code when they enter and once inside clever technology automatically detects when an item is taken from or put back on the shelves and keeps track of them in a virtual cart. When the customer is done shopping, they'll be charged via the Amazon app on their phones.

Clever, eh?

Amazon said: "Amazon Fresh is the first convenience grocery store to offer Just Walk Out Technology in the UK.

"We offer a mix of everyday essentials, local favourites and seasonal items we think you'll want and love, all at great prices.

"We're also excited to offer delicious ready-to-eat and ready-to-heat meals."

Explaining how the concept works, Amazon explained: "Our checkout-free shopping experience is made possible by the same types of technologies used in self-driving cars: computer vision, sensor fusion and deep learning.

"Just Walk Out Technology automatically detects when products are taken from or returned to the shelves and keeps track of them in a virtual basket.

"When you're done shopping, you can just leave the store.

"Later, we'll email you a receipt and charge your Amazon account. No queues, no checkout. (No, seriously.)"

The company has also launched a range of by Amazon own-brand products for customers to buy.

This is the first store of its kind in Europe and will be similar to the US Amazon Go shops, but will operate under the name Amazon Fresh.

Amazon has said the store at Ealing Broadway Shopping Centre is just the first of a number planned to open in London.

Matt Birch, who leads Amazon Fresh UK, said: "The focus was just creating a really easy shopping experience for customers.

"We recognise that UK customers want to shop in a convenient way so we really think they will appreciate being able to walk in and walk out with the shopping they need."

The store is open from 7am to 11pm seven days a week.