Amazon Fresh

Amazon's new service could disrupt quickly: Pro

Amazon's expansion of its AmazonFresh offering around the country, "could be a very quick disruption" for old-fashioned grocery stores, Deutsche Bank's Karen Short said Friday.

Amazon operates its grocery-delivery service in Seattle, Los Angeles and San Francisco, with plans to expand to other markets. "The issue is that traditional grocery stores are really not paying attention to this as a potential threat," she said on CNBC's "Fast Money.""We think the threat is much more imminent than grocers realize. And because of the razor-thin margin nature of the business, a 1 percent volume loss is a 10 percent EBITDA dollar loss—and getting a 1 percent share is not that high a bar for Amazon.

"Amazon can literally flip a switch and nobody knows where they have the infrastructure," said Short. "They could be retrofitting existing facilities right now in the markets at their existing facilities and again, flip a switch, and suddenly they're operating."

Short does not hold a position in Amazon.