The e-commerce giant is starting this strategy in Singapore. Singapore is widely acknowledged as a testbed for regional e-commerce due to its mature e-commerce ecosystem dominated by players like Grab, Shopee and Lazada, making it a competitive testing ground for Amazon Fresh’s latest product range expansion.
“Our expansion into French products and premium meats reflects strong customer interest we’ve seen in trusted international grocery products – a trend that also guided our recent introduction of nearly 300 Whole Foods Market products to Singapore,” Amazon Fresh Singapore’s Category Leader, Alex Hough, told us.
Amazon Fresh is tapping into this demand by partnering with established global brands to strengthen credibility and appeal.
“We’ve observed particularly enthusiastic demand for European specialty items and quality meat selections through Amazon Fresh. The inclusion of trusted brands such as Carrefour, Le Petit Depot, and Huber’s Butchery, allows us to serve customers who are looking for authentic European products and premium meats they can trust,” said Hough.
These additions form part of Amazon Fresh Singapore’s push to elevate its online grocery experience and strengthen its position in the city’s crowded e-commerce market.
Fighting for a slice of the e-commerce pie
The key is to stay focused on giving customers more of what they want in the highly competitive Asian e-commerce landscape – major e-commerce players in Asia include China’s Tmall and Taobao, India’s Flipkart and Nykaa, and Japan’s Rakuten.
“We’re focused on giving customers more of what they want: trusted global brands, specialty products, and everyday essentials delivered with speed and reliability,” said Hough.
To stand out, the platform has also rolled out features such as past-purchase recommendations, repeat-item shortcuts and a weekly ‘grocery day’ to make online shopping more convenient.
“Amazon has been on an ambitious journey to redefine grocery shopping – combining the best convenience and online-first experiences. The French selection caters to Singapore’s worldly palate while expanding the range of premium groceries customers can enjoy through one seamless delivery experience, reinforcing our focus on making grocery shopping fast, flexible, and affordable,” said Hough.
What are online-first experiences?
Online-first experiences are a business model that prioritises convenience and efficiency. They typically include:
- Extensive selections
- AI-driven personalisation
- Promotions and loyalty programmes
These features aim to streamline grocery shopping for online consumers.
Affordability a key consideration in e-commerce shopping
In recent years, 72% of Asia Pacific consumers have been concerned about the rising cost of everyday expenses, making affordability a critical factor in online grocery decisions.
Therefore, affordable premiumisation is an emerging strategy used by brands to appeal to consumers’ pursuit of value, according to Euromonitor’s 2025 report Navigating Value for the Consumer in Asia Pacific.
In line with these findings, Amazon Fresh said its aim is to balance premium selections with competitive pricing to keep shoppers engaged.
“Our goal remains simple: to make Amazon the most convenient destination for groceries, offering customers an unmatched selection of trusted products and brands at consistently low prices, whenever and however they choose to shop,” Hough said.
While consumers remain cautious about overspending, Asia Pacific’s fast-growing e-commerce market continues to shape Amazon Fresh’s strategy.
Consumer and e-commerce landscape in APAC
As incomes rise and living standards improve, growing affluence enables consumers to allocate more of their budgets to premium experiences.
“In Asia Pacific, cities like Bangkok, Ho Chi Minh City and Xi’an exhibit some of the highest discretionary spending levels, highlighting strong consumption potential. Businesses can tap into these trends by offering premium products and experiences tailored to local consumer demands and shifting consumption patterns,” according to Euromonitor’s 2024 report Fastest-Growing Cities in Asia Pacific Offer Strategic Business Opportunities.
Hough said the platform will continue to offer curated selections from around the world, with safeguards in place to ensure food safety and quality.
“All our partners, including Phoon Huat who we work with to import our French Selection, are expected to meet Amazon’s high quality standards and are subject to regular reviews. We’ve invested significantly in temperature-controlled facilities in Singapore designed to maintain optimal conditions for different product categories, from ambient to chilled and frozen,” said Hough.
“Our Amazon Fresh fulfilment centre features multiple temperature zones to properly store everything from French wines to dairy products and frozen specialties. With our Freshness Guarantee, customers can shop confidently knowing that in the unlikely event that they’re not satisfied with a product’s freshness, they can contact us within seven days of delivery to request a refund.”
