FaceTime with the Content Guy: "Inside The SoCalled 'New' Amazon Fresh"

A new Amazon Fresh store recently opened in Eatontown, New Jersey, described by the company as an example of how Amazon is reinventing the format so that it can achieve its bricksandmortar grocery ambitions. Keep in mind that Amazon halted the opening of new Fresh stores and closed others because of performance issues, and said that it would be "laser focused on making the grocery shopping experience more enjoyable and delightful for people." Claire Peters, vice president of retail at Amazon, told CNBC that "Amazon can't just rest on its brand recognition, but has to provide services that give consumers a reason to choose its stores over the competition."

So, I decided to brave the New Jersey Turnpike, putting the top down on the Mustang for a drive down on a sunny but windy day to see if the new Amazon Fresh is a real departure, or whether the braggadocio is just hot air. What I found was an improvement over previous Fresh stores I've seen, but more notable for opportunities missed it is a long way from the kind of impactful retail experience for which Amazon ought to be aiming.

(Note: Sorry for some of the wind noise during the commentary.)