(Bloomberg) — Amazon.com (AMZN) Inc. is closing its Amazon-branded grocery stores and automated grab-and-go markets, ending two of its centerpieces in physical retail.
Amazon Fresh and Amazon Go stores will close, with some locations being converted to Whole Foods Market stores, the company said in a blog post Tuesday.
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“While we have seen encouraging signs in our Amazon-branded physical grocery stores, we have not yet created a truly distinctive customer experience with the right economic model needed for large-scale expansion,” Amazon said.
The move marks the e-commerce giant’s latest retreat from its brick-and-mortar retail efforts. Since the surprise opening of a physical bookstore in 2015, Amazon has branched out into bookstores, a diversified kitchenware, toy and electronics store called Amazon 4-Star, electronics kiosks in shopping malls, and a short-lived clothing storefront.
Amazon currently operates 14 Go stores, which use cameras to track what people grab from shelves, according to its website, and 58 Amazon Fresh grocery stores. The company said it would work to help store employees find other jobs at Amazon.
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