Amazon Fresh

Amazon Fresh is an online and physical grocery store that offers low prices on everyday favorites and holiday essentials, plus same-day delivery and pickup in select locations for Amazon Prime Members.


Our relationship with Amazon began in 2018 with an invitation to come to Seattle and present our team. After multiple rounds of highly confidential interviews, Amazon ultimately selected Dochter & Alexander to handle Amazon Fresh’s rollout in the DC metro area, specifically for our analytic, data driven approach—they liked our information-driven, action-oriented way of doing things, and our team structure resonated with senior leadership.


Dochter & Alexander quickly laid out a full market deployment strategy for the DC region. This was a first-to-market concept, and our strategy reflected that innovative approach. We identified real estate opportunities like second-generation big-box stores, existing grocery stores, and spaces for ground-up development. We leaned heavily on data, offering competitor positioning and performance, market intelligence on future opportunities, and proprietary customer data.


Dochter & Alexander successfully launched Amazon Fresh’s first East Coast location in Fairfax County, and we’ve gone on to execute the strategy in DC, Maryland, and Virginia.