Amazon to Close 'Fresh' and 'Go' Stores, Doubles Down on Whole Foods
Amazon has thrown in the towel when it comes to its Amazon Fresh stores. The company has revealed that it will close these physical grocery stores, as well as its Amazon Go stores, converting various locations into Whole Foods Market stores.
“While we've seen encouraging signals in our Amazon-branded physical grocery stores, we haven't yet created a truly distinctive customer experience with the right economic model needed for large-scale expansion,” a company news post noted.
The last day of operation for Amazon Fresh and Amazon Go stores is reportedly Feb. 1, with the exception of California locations, which will remain open longer to comply with state requirements.
The move doesn't come as a great surprise, as the company scaled back on its Amazon Fresh banner last year. Amazon closed several stores in California, as well as all 19 of its Amazon Fresh stores in the United Kingdom.
Amazon insists that it hasn’t given up on physical retail, however, as it continues to build on the success of the Whole Foods brand.
“Whole Foods Market, a pioneer and leader in natural and organic foods, has seen strong success since our 2017 acquisition, with over 40% sales growth and expansion to more than 550 locations,” the company post continued. “Customers are increasingly choosing Whole Foods Market for both everyday shopping and special occasions, as demonstrated by record-breaking customer traffic and year-over-year comparable-store growth that is outpacing the broader industry."
Accelerating this growth, Amazon now plans to invest in opening more than 100 new Whole Foods stores over the next few years.
The company is also investing in its Whole Foods Market Daily Shop spinoff. This smaller store format aims to redefine convenience and the neighborhood grocery shopping experience with a curated selection of grab-and-go meals, coffee and everyday essentials for busy urban shoppers. The format is currently available in five locations, with an additional five planned to open by the end of 2026.
Amazon is also testing new physical store experiences like Amazon Grocery, which it launched alongside Whole Foods Market in Chicago, and its "store within a store" format at the Whole Foods in Plymouth Meeting, Pennsylvania, (see video below) where customers can also shop for groceries and household essentials from Amazon.
“These experiences make it easier for customers to shop our extensive grocery selection, all in one place,” the company news post said.
In addition, Amazon is exploring a new supercenter physical-retail concept designed for customers to conveniently shop Amazon’s broad selection across fresh groceries, household essentials and general merchandise. CNBC recently reported that Amazon has submitted plans for the 229,000-square-foot store near Chicago.
Prioritizing Online Grocery Delivery
While the company will continue developing mass physical-store formats that resonate with consumers, its focus remains what it does best: delivery.
U.S. shoppers are increasing turning to grocery delivery to fit their busy lifestyles. To help fulfill this demand, Amazon recently introduced perishables into its same-day delivery service, bringing fresh food to millions of customers from coast to coast, with the launch of even more new cities and towns planned in 2026. The service provides customers the option to shop produce, dairy, meat, baked goods and frozen foods alongside millions of everyday household essentials, electronics and other Amazon.com products.
According to Amazon, the service is resonating with shoppers. Perishable grocery sales through this same-day service have grown 40-fold since January 2025, and fresh groceries now make up nine of the top 10 most-ordered items in areas where perishable groceries are available for same-day delivery.
Additionally, Amazon is testing out Amazon Now, an ultra-fast delivery option. This service brings thousands of essential items, including fresh food, to customers' homes in about 30 minutes or less and is available in several cities.
Additionally, while the physical stores will be going away, customers can continue to shop Amazon Fresh online in available areas for delivery.
This article was originally published on P2PI-sibling publication, Progressive Grocer.
