Murrieta to Have 1st Amazon Fresh market in the Inland Empire

By: Sharjeel Sohaib


Sep 20, 2021


Amazon Fresh

Murrieta Town Center in the Riverside county will have Inland Empire’s first Amazon Fresh market in fall 2021, according to Murrieta’s deputy director of economic development.

Amazon Fresh will be a welcome addition to the retail center, which includes Burlington, Ross Dress For Less, Marshalls and Floor & Décor, among other anchor stores“, Scott Agajanian, Murrieta’s deputy director of economic development.

YouTube: Ray Roman

$19 Billion and 40K Jobs

Amazon’s Inland Empire presence grew significantly in the past few months. Startempire Wire reported Amazon’s opening of two fulfillment centers in the Inland Empire in 2022, one in Victorville and the other in Ontario. And, Amazon Air already started operating out of San Bernardino in April this year.

The company published its economic impact report and shared how it has invested more than $19B in the Inland Empire since 2010 and created 40k jobs in the past ten years.

Largest Private Employer of the Inland Empire

Amazon is the largest private employer in the Inland Empire, a region east of Los Angeles. While there has been criticism of Amazon’s work culture where pickers and sorters are expected work according to ‘machine-like’ precision. Pickers are expected to ‘pick’ fast enough to maintain their hourly rate.

Other issues include the high turnover of employees and their subsequent disqualification from their health benefits and 401(k), according to Erika Hayasaki in The New York Times. Some estimates put Amazon’s employee turnover at double the average for retail and warehousing industries.

The impact that Amazon has on local employment ecosystem is massive, so much that the concerns regarding employment conditions, high employee turnover, and impact of automation just remain that, online debates. Most people who take up Amazon jobs below the managerial level usually juggle with 2-3 jobs, and transitioning to one job that pays them $15/hr. is a welcome omen. Until, excessive fatigue and boredom caused by repetitive tasks and physically demanding job sets in.

For now, Amazon has created 3k+ jobs in Southern California via its Amazon Fresh markets since the it started operations in fall 2020 here in SoCal. The ‘job creation’ narrative outshines all other concerns amid massive joblessness common folk had to bear after the Coronavirus pandemic.

Amazon Fresh; Just Walk Out

Amazon Fresh has a variety of food items like meat and seafood, baked goods and prepared foods made daily at the store including made-to-order pizzas, rotisserie chickens and hot sandwiches. It is still unclear if Murrieta’s Amazon Fresh will have ‘Just Walk Out‘ technology.

Also called ‘Amazon Go’, this technology allows shoppers to enter a store, grab what they want and leave without going through a checkout line or self-serve kiosk.

“We have hundreds of cameras located throughout the store and sensor-enabled shelving,” he said. “That, coupled with deep-learning algorithms, allows us to recognize all of the products shoppers take off or put back on the shelves.”

Amazon Fresh District Manager Jondolon Bush

Checkout Free Technology for Retailers

Amazon is sharing its technology with other retailers as well. It announced that retailers can apply for ‘Just Walk Out’ technology to be installed at their respective stores and the company will Amazon will install it in as little as a few weeks from the time it has access to the retailer’s store.

However, per Amazon “retailers will still employ store associates to greet and answer shoppers’ questions, stock the shelves, check IDs for the purchasing of certain goods, and more – their roles have simply shifted to focus on more valuable activities“.

To get in touch with Amazon to have the checkout free technology in your store, or anyone you know might be interested, you can head over to this link or email at [email protected].

Our goal at Startempire Wire is to act as a megaphone to connect the dots between the best startups, events, and people in the Inland Empire. Don’t forget to subscribe to our YouTube channel, and like/follow us on FacebookTwitter, and Instagram.


  • Avatar Of Sharjeel

    Sharjeel joined Startempire Wire as emerging technologies editor. Earlier, he worked at Silicon Canals, a leading English language technology media source for the Benelux and wider Europe. He covered the European technology and startup ecosystem digging into latest funding rounds of startups.


Submit a Comment

Connecting you with the best startups, people & events in the Inland Empire.

Related Articles

Riverside County Startup Pharm Robotics Headed to the THRIVE Demo . . .

Riverside County Startup Pharm Robotics Headed to the THRIVE Demo . . .

Thrive by SVG Ventures's annual demo day will take place at Inventures on June 1, 2022, in Calgary, Alberta. The annual Demo Day Event highlights entrepreneurs that have been hand-picked to join the company's award-winning Accelerator Program. Pharm Robotics is one of...

Stay Up On Startempire News

Access Premium Content

Startempire Wire premium content access is free during the beta period of our  website.  Join during beta and get a grandfathered discount when we launch.

$5 for first month then $15 per month

Get Every Update

Would you like to receive Startempire Wire updates in your inbox? Subscribe below!

"*" indicates required fields

This field is for validation purposes and should be left unchanged.

Follow Us

Follow Startempire Wire on other social media channels.

"*" indicates required fields

This field is for validation purposes and should be left unchanged.