Which Amazon Brand Will Be The Lead In Grocery?

Amazon has signaled for the last months about their grocery strategy - taking new leases in Los Angeles. One of the most interesting points I feel is what they will call it?

I think if they are smart, they will name these stores "Prime Fresh" or something similar.

Generally, a consumer can only remember one thing about a brand. Do you want the consumer to know you can order a million things on Amazon or do you want them to identify more with "Prime".

Amazon's strategy over recent times has been to downplay the Amazon brand in favor of the rapidly rising Prime brand.  Witness Amazon Video now called Prime Video, a post-launch renaming!

Also, recall the interview with Jeff Wilke previously. He was asked a question about Whole Foods. What is the #1 thing he cares about? It was that Prime customers are seeing real value.

If the cornerstone of Amazon grocery is Prime, I expect it to be branded Prime. Perhaps over time Whole Foods will be rebranded to Prime as well, but doing it soon could cause more harm than good. Often the best time to do it is after the new brand (Prime Fresh) already has a great name, and Whole Foods is the outlier.

What's a little surprising is that Amazon doesn't buy up regional grocery chains, perhaps someone can analyze that for me. ;-)

Rick Watson

Rick Watson founded RMW Commerce Consulting after spending 20+ years as a technology entrepreneur and operator exclusively in the eCommerce industry with companies like ChannelAdvisor, BarnesandNoble.com, Merchantry, and Pitney Bowes.

Watson’s work today is centered on supporting investors and management teams incubating and growing direct-to-consumer businesses. Most recently, in partnership with WHP Global, Rick was a critical resource in architecting the WHP+ platform, a new turnkey direct to consumer digital e-commerce platform that powers AnneKlein.com and JosephAbboud.com.

Watson also hosts a weekly podcast, Watson Weekly, where he shares an unbiased, unfiltered expert take on the retail sector’s biggest players.

In the past year alone, Rick has spoken at many in-person and virtual events as well as podcasts on topics ranging from retail/ecom to supply chain/logistics and even digital grocery including CommerceNext IRL, ASCM Connect, and Retail Innovation Conference.

https://www.rmwcommerce.com/
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