Grocery Direct Re-Targeted by Amazon

E-commerce giant Amazon has announced that it is piloting a fresh grocery delivery program, and a post by Planet Retail goes on to say that the new offering will be called Branded AmazonFresh, and the pilot program is available at fresh.amazon.com. The move is an extension of the gourmet food business the company started in 2003 and the dry grocery service that was launched last summer.

What lessons could Amaazon take away from it's earlier efforts in this distribution growth area and also from pioneer Peapod? As with any market, it's essential to understand segments, and target them appropriately. Early research we did into online grocery distribution is instructive. What consumer segment will Amazon appeal to? How the company create an exciting enw total experience for these consumers?