Amazon is preparing to shut down its Amazon Go and Amazon Fresh physical stores as the company sharpens its focus on businesses that are showing clearer momentum. The decision marks a noticeable shift away from experimental brick and mortar formats toward Whole Foods Market and online grocery delivery, two areas where Amazon already has scale and customer traction.
Amazon Go was launched with much fanfare for its checkout free technology, positioning itself as a glimpse into the future of retail. Amazon Fresh followed with a broader grocery offering aimed at everyday shoppers. Despite the innovation behind both formats, neither managed to deliver the consistency or profitability Amazon was looking for. Operating physical stores proved costly, complex, and difficult to scale in a competitive grocery market dominated by established players.
Going forward, Amazon plans to double down on Whole Foods Market, which it acquired in 2017 for about $13.7 billion. Whole Foods has remained a strong brand with loyal customers, especially in urban markets where premium grocery demand is steady. Some former Amazon Fresh locations are expected to be converted into Whole Foods stores, allowing Amazon to reuse real estate rather than exit entirely.
Online grocery delivery will also take center stage. With millions of Prime members already using Amazon for everyday purchases, the company sees greater long term value in improving delivery speed, selection, and pricing rather than running multiple store concepts. A new large format grocery model is reportedly under development, signaling that Amazon has not given up on physical retail, but is rethinking how it fits into the larger ecosystem.
The move reflects a broader reality in global retail. Technology alone does not guarantee success on the shop floor. As consumer habits evolve and margins tighten, Amazon appears to be choosing focus over experimentation, betting that fewer formats, executed well, will deliver stronger results in the years ahead.










