Will Amazon Fresh Crush it in California?

Amazon Fresh opened the doors of its newest store today at 13672 Jamboree Rd., Irvine, Calif. It joins the company’s Woodland Hills, Calif., store as the second Amazon Fresh in the country and the Golden State.

The Irvine store, like future Amazon Fresh stores, is focused on “a seamless grocery shopping experience” and low prices. The new store joins area grocers Sprout’s, Ralphs, Pavillions, Trader Joe’s and Smart & Final Extra!, all located within three miles or less.

Like its Woodland Hills store, the 40,000-square-foot Amazon Fresh, Irvine offers free same-day delivery and pick-up for Prime members. It also features the Amazon Dash Cart, which enables customers to skip the checkout line, and Alexa features to help customers manage their shopping lists and better navigate store aisles, says the company.

In addition to 365 Whole Foods Market items, Amazon Fresh stocks a wide assortment of national brands, produce, meat and seafood, as well as a range of prepared foods made fresh in store every day, including fresh-baked bread and made-to-order pizzas, as well as rotisserie chickens and hot sandwiches.

Continuing its focus on low prices, Amazon Fresh, Irvine sells $0.15 cent bananas; $0.89 cent freshly baked bread; $1.79 freshly baked pizza slices; and $4.97 rotisserie chickens. Opening day deals on Coca-Cola, Frito-Lay chips and D’Anjou pears were also on tap to draw in shoppers.

Previously an online-only store, the Irvine Amazon Fresh says it has applied the same comprehensive safety measures in place at Whole Foods Market, such as requiring face coverings and daily temperature checks for all employees and vendors entering the store; requiring face coverings for all customers entering the store; offering free, disposable face masks for those who want one; operating the store at 50% capacity; and more.

 Amazon Fresh also recently confirmed that its North Hollywood, Calif., and Northridge, Calif. (currently a dark store) are soon to open. It is currently hiring more than 1,500 employees for four soon-to-open stores in the greater Chicago area.