Amazon.com Inc.’s hoping shoppers find high-tech convenience when shopping at their latest Amazon Fresh concept in The Market Place, which marks the grocer’s first in OC.

Amazon Fresh, which opened Thursday, continues to expand the perks for Prime members with free, same-day delivery and pick-up for members.

There’s plenty of tech used throughout the store. Amazon Dash Cart, which uses sensors and computer vision, to track what customers are pulling off shelves allows shoppers to bypass the usual checkout line. Shopping within the store is also enabled with Alexa, which lets customers build their shopping lists by adding products to their cart or from their purchase history.

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The 40,000-square-foot store will be stocked with 365 by Whole Foods Market items, lines exclusive to Amazon Fresh, national names, items from local brands and prepared foods.

Irvine follows last month’s opening of Amazon Fresh’s Woodland Hills location.

The Business Journal first reported plans for the OC location in February.

The retailer, since March, said it’s been working to expand its grocery delivery and fulfillment capacity.

Amazon Fresh stores in Northridge and North Hollywood in California, along with Naperville, Schaumburg and Oak Lawn in Illinois have been converted to stores focused only on online grocery orders and delivery. It’s a temporary move in response to COVID.

The company’s two open Amazon Fresh stores also have dedicated service hours between 7 a.m. and 8 a.m. for shoppers 60 and above.