The Seattle-headquartered giant has begun offering real-time advice and information through a dedicated mobile app to help farmers make decisions on crops and even deploy machine learning technology. The programme – which Amazon dubs Reactive and Proactive Crop plans – promises to provide growers with cutting-edge technology and insights. “Unless Amazon, Walmart, Reliance and others crack the farm supply chain, they cannot unlock big growth in e-commerce,” said Arvind Singhal, chairman of retail consultancy, Technopak Advisors Pvt. And it will help farmers sort, grade, and pack produce for transport to Amazon Fresh fulfillment centers. “Such effort is time-intensive and it could be years before Amazon and others see results,” Singhal said.
