Plymouth Meeting’s Whole Foods is testing an innovative grocery format for Amazon, blending online offerings with in-person shopping reports Liz Young for the Wall Street Journal.

The store will feature a micro-fulfillment center carrying Amazon Fresh groceries and household items, enabling customers to place orders on their phones while shopping and pick them up at checkout. This pilot project aims to enhance convenience and streamline the shopping experience.

This initiative is part of Amazon’s broader strategy to expand in the $1.5 trillion U.S. grocery market, where major players like Walmart and Kroger dominate with extensive store networks.

By integrating its Whole Foods and Amazon Fresh fulfillment channels, Amazon seeks to create a cohesive delivery platform that attracts more online shoppers.

Despite challenges in the physical grocery market—where customers prefer choosing fresh items themselves—Amazon is revamping its approach. Recent changes include unlimited grocery delivery subscriptions, new Amazon Fresh store openings, and closures of underperforming locations.

These moves highlight Amazon’s commitment to redefining grocery shopping while contending with fierce competition.

Read more about Amazon’s new approach in their Whole Foods locations in the Wall Street Journal.