At the beginning, several online grocers suffered from a huge failures that make the grocery as the only retail category that has not digital presence in the U.S. In 2007, AmzaonFresh, a grocery-delivery service was started by Amazon in Seattle and within the five years it has marked a significant growth. The case describes AmazonFresh approaches to become an established player and demonstrates the required competencies needed to confront with emerging online grocery startups and with the major supermarkets like Wal-Mart and Safeway. Amazon found itself with several challenges while planning its next move that included: Whether it should enter into a new market or continue improving its current business model in Seattle? What variables should the company consider while moving ahead?
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