AmazonFresh: Rekindling the Online Grocery Market

Should Bezos direct the Fresh team to continue refining Amazon Fresh’s business model or expand to
another city?

In my view implementation of both will yields sustainability and profitability but implementation should
be done diligent way. First i prefer to opt expand to second city option because it will enable the
company to distinguish aspects of the model that were market-specific from those that were
transferable across markets. For this the best region will be los angels because New York is far and it will
make processes complicated. Even though los angeles is congested, it had many affluent consumers
with limited online grocery options. Through advertisements and campaigns it can able to attract more
consumers. After the adoption of this i would prefer continue refining amazon fresh’s business model
because switching to early delivery fee might encourage customers to use services. Initially it might slow
down the acquisition of new customers but it could lead to higher profitability down the road

Submitted by – Akula Padma Priya, Sec B, PGP12101