San Francisco, Aug 29 (TIWN) Amazon on Thursday opened a new grocery store in Los Angeles which enables customers to skip the checkout line, and also manage their shopping lists with new Alexa features.

A blog post from Jeff Helbling, the head of Amazon Fresh Stores, notes that the store will open initially invitation-only, based on emails it will be sending out to locals, from 7:00 a.m. to 10:00 p.m. PT. It will update more on opening hours and capacity over time here.  You might be thinking to yourself, “but Amazon already has Whole Foods and smaller Amazon Go stores?” The idea here will be to build a new grocery store experience from the ground up, targeting a different customer. Indeed, this is par for the course with all consumer packaged goods plays: own a wide variety of brands targeting all demographics, and you will own the space.