The emergency services were scrambled to Harlescott Lane in Shrewsbury at 10.51am on Sunday (12) to a "medical emergency."
Bystanders tried to save the woman and used a heart defibrillator until a doctor and critical care paramedic arrived and took over.
It turned out to be a woman in cardiac arrest and the air ambulance was scrambled to the scene, landing at the car park of the nearby Matalan store.
A spokesman for the West Midlands Ambulance Service said: "We were called to a medical emergency on Harlescott Lane, Shrewsbury at 10.51am.
"An ambulance, paramedic officer and the Midlands Air Ambulance from Cosford with a doctor and critical care paramedic on board attended the scene.
"Crews arrived to find a woman in cardiac arrest being given CPR by bystanders who were also using a defibrillator."
Tragically, despite the best efforts of everyone involved she was confirmed dead at the scene a short time later.
A WMAS spokesman said: "Ambulance staff took over efforts on scene and commenced advanced life support but sadly, despite everyone’s best efforts, nothing could be done to save the woman and she was confirmed deceased on scene a short time later."