Amazon is building a new grocery store called Amazon Fresh at the Market Place in Irvine, CA. The location was a former Babies R Us. (Photo by Paul Bersebach, Orange County Register/SCNG)

It looks like the e-commerce giant Amazon is building a supermarket concept in Irvine.

“Amazon Fresh” has applied for a liquor license, one commonly used for grocery stores, on Jamboree Road in Irvine Market Place. For those unfamiliar, “Fresh” is the name used for Amazon’s grocery delivery service.

Neither Amazon nor the property’s landlord, Irvine Co., would comment on the site, which was formerly a Babies R Us. Previously Amazon confirmed it was constructing a market in Woodland Hills describing it as “Amazon’s first grocery store.”

So why is Amazon, the online shopping pioneer but also the owner of the Whole Foods Market chain, building supermarkets that will carry a completely distinct branding?