Amazon to Close Amazon Go
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Through its brick-and-mortar trials, Amazon realized its customers have a stronger brand affinity with Whole Foods Market than they do with Amazon Go or Amazon Fresh convenience stores. Fully closing these concepts allows the company to consolidate its brick-and-mortar strategy entirely around Whole Foods.
After a decade of experimentation and expansion, the company says it wasn't able to find the right model for its Amazon-branded grocery and convenience stores.