Amazon Fresh Opens in North Hollywood

Amazon.com Inc. on Thursday opened an Amazon Fresh grocery store in North Hollywood, marking the brand’s second opening in the San Fernando Valley in as many weeks.The NoHo grocery is located on the ground floor of the Lankershim + Otsego Apartments at 5101 Lankershim Blvd. The store’s front doors face a prime, walkable stretch of Lankershim Boulevard in the heart of the NoHo Arts District.The North Hollywood entry follows the opening of an Amazon Fresh store in the Porter Ranch Shopping Center in Northridge last Thursday.The tech-forward brand’s inaugural store opened in Woodland Hills in September, and an Irvine location followed in October.The first four Southern California outlets of the brand are serving as a test grounds for the parent company’s Amazon Dash Cart technology, which eliminates the traditional checkout process by using sensors and algorithms to automatically charge customers based on the items they place in their carts – an especially useful service amid the coronavirus pandemic.The next local opening for Amazon Fresh looks to be the Promenade at Westlake Village shopping center, where the Seattle e-commerce giant has leased 31,000 square feet formerly occupied by Vintage Grocers and Bristol Farms.