Two masked men threatened a shop worker with knives before taking money from a till during a raid in Swansea.
Police said the robbery at the Premier Stores on Llangyfelach Street around 1635 BST on Saturday was "extremely frightening" for the 41-year-old woman.
They have issued descriptions of the men who had stocking masks pulled over their heads.
Both were white, one was about 5ft 11in and the other about 5ft 2in, and both were wearing jeans.
Police said they walked into the store, threatened the woman and demanded cash, before forcing their way behind the counter and grabbing money from the till.
Det Insp Peter Doyle of Swansea Central CID said: "This incident has happened in broad daylight in a highly populated area of Swansea and at a time of day when there could well have been a number of people out and about and who could well have seen these men.
"Following the attack both were seen to run off in the direction of Griffith John Street, and at some stage would have pulled off their stocking masks, possibly drawing attention to themselves.
"I would appeal to anyone who was the vicinity of Llangyfelach Street, or the surrounding area and saw these two men either prior to or following the incident to come forward.
"It was an extremely frightening experience for the lady concerned - thankfully she was not injured."
Anyone with information can contact Swansea CID on 01702 450618 or the independent charity Crimestoppers anonymously on 0800 555111.