Amazon Fresh: Delivery service in Germany will be discontinued on December 14th!

Amazon Fresh: Delivery service in Germany will be discontinued on December 14th!

A shock for all lovers of fresh food! The online giant Amazon has decided to stop its food delivery service "Fresh" in Germany on December 14th. After more than seven years full of hopes and promises, the US group now draws a line and ends its efforts to establish service in cities such as Berlin, Hamburg and Munich. This was confirmed by a spokeswoman for the company, which said that comprehensive evaluation of the offer and the logistics network in Germany led to this decision. "We have decided to simplify our food offering on Amazon.de and to focus on our extensive and growing business with durable foods," said the spokeswoman, as Merkur reported.

The start of "Amazon Fresh" in 2017 was a big step into the world of fresh food. But despite the initial enthusiasm, the service could not find the hoped -for acceptance. Customers in the affected cities must now look for alternatives. Amazon recently announced a partnership with the Knuspr food dealer, which will offer fresh products in the large areas of Berlin and Rhein-Main as well as in Munich from December. Knuspr, a German branch of the Czech Rohlik Group, offers over 15,000 products, including fresh, chilled and frozen articles as well as drugstore products.

The reasons for the end of "fresh"

The decision to end "Fresh" is not only a simple business decision, but also reflects the challenges with which Amazon is confronted in Germany. Despite the investments and the efforts to build a strong logistics network, the success of the service was limited. The company's spokeswoman said that the focus on durable food is a strategic realignment that should better meet the needs of customers. This is a clear indication that the market for fresh food in Germany was not as lucrative for Amazon as originally assumed.

In addition, Amazon cooperates in Germany with the retail company Tegut in order to continue to offer fresh food, even if "Fresh" is set. These partnerships could represent a new direction for Amazon in the German food market, whereby the focus is on proven retail partners to meet the needs of customers.

A look into the future

The closure of "Amazon Fresh" is further proof of how dynamic and challenging the food market is. While Amazon operates its own “Amazon Fresh” supermarkets in the USA, it remains to be seen whether similar strategies are also being pursued in Germany. The partnership with Knuspr could be the first step in a new direction that enables Amazon to continue to offer fresh food without dealing with the direct challenges of your own delivery service.

The end of "Fresh" is not only a message for customers in Berlin, Hamburg and Munich, but could also have an impact on the entire industry. The food delivery service market is highly competitive and customers have high expectations of quality and service. It remains to be seen whether Amazon can meet expectations with its new partnerships. The future of the food market in Germany could change significantly through these developments, as well as [HZ] (https://www.hz.de/Deutschland-undwelt/amazon-it-liefer-fresh-in-de- deutschland?womort=heidenheim) reported.