Amazon has announced plans to open a new store in California which it says will be part of its expansion into the $ 800bn retail grocery market , but dissimilar from its existing Whole Foods operation . Additionally, the new line could let Amazon move into the more mainstream grocery store business, while maintaining Whole Foods as a higher-end store for organic and specialty foods. The company said the Woodland Hills store would carry the Amazon brand , along with conventional checkout technology . The opening has been described as part of a plan to run a mainstream grocery business alongside the more high - end Whole Foods stores . Earlier this year , in a further move to expand into the grocery business , Amazon ended the $ 14.99 monthly fee for its Amazon Fresh delivery service .
Amazon has announced plans to open a new store in California which it says will be part of its expansion into the $ 800bn retail grocery market , but dissimilar from its existing Whole Foods operation . The company said the Woodland Hills store would carry the Amazon brand , along with conventional checkout technology . The opening has been described as part of a plan to run a mainstream grocery business alongside the more high - end Whole Foods stores . Earlier this year , in a further move to expand into the grocery business , Amazon ended the $ 14.99 monthly fee for its Amazon Fresh delivery service .