Amazon’s latest European investment plans suggest that grocery remains firmly on the agenda, but its strategy is increasingly centred on online delivery rather than physical stores.
In June, Amazon announced more than €10 billion in additional investment in its European fulfilment network, on top of the more than €60 billion that it invested in the region in 2025, with robotics and automation at the centre. The next-generation Proteus robot, Vulcan picking technology and the new STARK system are designed to increase warehouse efficiency and reduce physically demanding work. Amazon also plans to add 25,000 fulfilment-centre jobs across Europe.
For grocery, the significance lies in what this infrastructure can enable. Amazon has been expanding rapid delivery while building a model that combines groceries with the rest of its vast product catalogue. In the UK, customers in parts of London can now add fresh produce, meat, dairy, bread and frozen food to conventional Amazon orders for same-day delivery. The company is also expanding partnerships with grocery retailers including Iceland, Morrisons and Co-op.
Germany is developing along a similar platform-based model, with Amazon offering same-day grocery shopping through Amazon Fresh and third-party supermarket partners.
This matters beyond delivery speed. Grocery is particularly attractive because consumers shop for food frequently, creating regular opportunities for repeat purchases and customer engagement.
The bigger question is not whether Amazon will become Europe’s next supermarket chain. If Amazon can make online grocery sufficiently convenient and economically viable, to become a more routine part of European shopping behaviour, its role in the food ecosystem could become considerably more significant than its current grocery presence suggests.