I'm impressed with Amazon. I think they're doing a lot of cool stuff and are a very cool business. I like Jeff Bezos a lot and think he's a very smart CEO. This Amazon Fresh concept is an interesting play that capitalizes on Amazons core strengths: A strong consumer brand with excellent high volume logistics for e-commerce. If successful, this business could be huge. In their day, HomeGrocer and Webvan were on on the verge of making this direct delivery of groceries a huge business. I actually think Amazon may figure out how to make this work. I'll have to log on and try it out as a consumer. You can also read about it here on Techcrunch.