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How Amazon Is Bringing Name Brands to Whole Foods Without Putting Them on Shelves

At one Pennsylvania Whole Foods, shoppers can order Amazon’s expanded grocery and household assortment online or by QR code and pick it up at a separate counter.
From TheFinanceBase Team3 min to read
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Amazon’s Whole Foods pilot in Plymouth Meeting, Pennsylvania, lets shoppers order national-brand groceries and household essentials without those products appearing on Whole Foods’ regular shelves. Customers use in-store QR codes or shop online, then collect the items at an Amazon counter or add them to an online pickup or delivery order.

How the Whole Foods and Amazon setup works

In the Plymouth Meeting store, Amazon operates a 10,000-square-foot automated micro-fulfillment center in the back-of-house area. Amazon says it holds more than 12,000 unique items across Whole Foods and Amazon assortments. The national-brand products are stored and picked there, not displayed on the store’s regular shelves. Amazon’s announcement describes the process and the facility.

Ordering while shopping in person

  1. Scan one of the QR codes placed around the store to open Amazon’s custom mobile storefront.
  2. Add eligible items to the order. Amazon’s examples include Tide pods and Goldfish crackers.
  3. Finish shopping for Whole Foods items, then collect the Amazon order at the Amazon Pickup & Returns Counter.

Amazon says Fulfil ShopBots sort, retrieve, and stage products across temperature zones; employees finalize orders for handoff or delivery. Amazon says orders are prepared within minutes and that customers often receive a pickup text in less than 10 minutes. These are the company’s descriptions, not independently verified service-time results.

Ordering online

Online shoppers can add Whole Foods groceries and Amazon essentials to one cart for pickup or delivery. The products still come from the back-of-house fulfillment operation rather than from Whole Foods’ regular shelves.

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What shoppers can order

Amazon lists Household Essentials, Personal Care, Snacks, Beverages, and Frozen items among the expanded categories. Its examples include Pepperidge Farm Goldfish Cheddar Crackers, Nestlé Drumstick Original Sundae Cones, Tide Laundry Detergent Pods, Johnson Baby Shampoo, and Swiffer Refills. These examples describe items available through the Amazon ordering flow; they do not mean the products are stocked on Whole Foods shelves or offered at every Whole Foods location.

Pickup, delivery, and fees

In its May 12, 2026 announcement, Amazon said pickup was free for all customers on orders of any size. The same announcement listed delivery at $9.95 for Prime members and $13.95 for nonmembers, and a $9.99-per-month grocery delivery subscription for Prime members placing orders over $25. Those are announcement-era terms, not a guarantee of current fees. Check the live checkout details for the store and order before relying on them.

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Where the pilot is available

The described “store within a store” pilot is at the Whole Foods Market in Plymouth Meeting, Pennsylvania. Amazon said it planned to refine and expand the concept, but the available announcements do not establish a later rollout or a schedule. GeekWire’s November 5, 2025 report also mentions a separate Amazon Grocery kiosk concept in Chicago; that is a different arrangement, not another location for this Whole Foods pilot. GeekWire’s report covers the early concept and its distinction from other formats.

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What Amazon says—and what the figures do not show

Amazon presents the pilot as a way to combine a broader selection with a Whole Foods shopping trip or one online order. The company’s announcement quotes Jason Buechel, vice president of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market, describing the goal as offering “everything on your shopping list in one convenient stop or one online order.” That is Amazon’s stated rationale, not independent evidence of customer response.

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Amazon also cited more than $150 billion in gross sales in 2025 and more than 150 million grocery customers each year. Both are company-wide figures; neither measures this pilot’s sales, adoption, or customer satisfaction. The cited sources provide no independent pilot-level performance results.

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