The era of Amazon Fresh and Amazon Go is officially over. The e-commerce giant announced it is closing all 72 locations after a decade-long experiment. Amazon will convert some locations into Whole Foods stores and plans to open more than 100 new Whole Foods locations in the coming years.
According to the company, its branded stores have failed to deliver a distinctive customer experience with a scalable economic model The Wall Street Journal. Amazon Fresh offered a larger selection for the masses than Whole Foods, but struggled to win customers despite high-tech shopping carts and lower prices. Amazon Go’s cashierless convenience stores have also never caught on on a large scale, with the company having already cut its fleet by more than half since 2023.
But Amazon’s brick-and-mortar retail isn’t quite dead yet. The closures come just days after Amazon received approval to open its largest store ever in Orland Park, Illinois. Amazon is clearly betting that going bigger is better than its previous mid-market retail experiments.
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The era of Amazon Fresh and Amazon Go is officially over. The e-commerce giant announced it is closing all 72 locations after a decade-long experiment. Amazon will convert some locations into Whole Foods stores and plans to open more than 100 new Whole Foods locations in the coming years.
According to the company, its branded stores have failed to deliver a distinctive customer experience with a scalable economic model The Wall Street Journal. Amazon Fresh offered a larger selection for the masses than Whole Foods, but struggled to win customers despite high-tech shopping carts and lower prices. Amazon Go’s cashierless convenience stores have also never caught on on a large scale, with the company having already cut its fleet by more than half since 2023.
But Amazon’s brick-and-mortar retail isn’t quite dead yet. The closures come just days after Amazon received approval to open its largest store ever in Orland Park, Illinois. Amazon is clearly betting that going bigger is better than its previous mid-market retail experiments.
Read more
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