What's happening with Fresh looks to me like nothing was learned from the Fire phone fiasco. Amazon became big as a low-price, low-margin online retail company

What's happening with Fresh looks to me like nothing was learned from the Fire phone fiasco. Amazon became big as a low-price, low-margin online retail company providing a near endless selection of products. Fresh however already now has a in my opinion a too high price point on many products and a 300.- yearly fee will just make the situation worse. But what's really a deal-breaker for me is that the selection is barely larger than the one of my local deli around the corner and can definitely not compete with the choice offered going to any major super market. This was very astonishing to me trying out Fresh for the first time, coming from Switzerland where we have the two major supermarket chains delivering their whole range of products all over the country without the need for a yearly subscription. I can't really understand why an international, multi-billion dollar company like Amazon is not able to provide a similar selection, especially given the restriction of currently only servicing major US cities.