The first store is set for Los Angeles in the fall of 2019 and the company has reportedly signed at least two additional locations for 2020 openings.  It is negotiating to open stores in San Francisco, Seattle, and Philadelphia.  The Journal also reports Amazon is exploring buying regional grocery chains to accelerate its growth.

Unlike Whole Foods, the new grocery chain is expected to be more like a traditional supermarket.  \Whole Foods targets higher-end shoppers and good typically cost more.  A new grocery chain may target more price-sensitive shoppers.