亚马逊表示将关闭旗下以 Amazon 品牌营运的实体杂货与自动化便利商店，包括 Amazon Fresh 与 Amazon Go，部分门市可能改转为 Whole Foods Market。公司在部落格中说，虽然看到一些正向讯号，但尚未打造出足以大规模扩张的独特顾客体验与可行的经济模式。

这次调整延续了亚马逊近年对自有品牌实体零售的收缩。自 2015 年开出实体书店以来，亚马逊曾尝试多种线下业态与技术应用，之后陆续退出书店、Amazon 4-Star、商场电子产品柜位，以及短命的服饰店等。亚马逊同时强调仍会投资线上与线下杂货业务，并推进在同日达仓库与更多 Whole Foods 门市增加生鲜与易腐品供应。

依公司网站数据，亚马逊目前营运 14 间 Go 与 58 间 Fresh，多数门市最后营业日为周日；加州因提前通知规定将延后。关店将影响数千名门市时薪员工，企业端也可能涉及数十人裁撤，但公司称会协助转任 Whole Foods 或物流网路职位。分析师认为 Fresh 与 Go 未能达到足够销售与成长轨迹，使其难以成为可获利的规模化模式。

Amazon said it will close its Amazon-branded grocery and grab-and-go convenience stores—Amazon Fresh and Amazon Go—with some locations potentially converted into Whole Foods Market stores. The company acknowledged that while there were encouraging signs, it had not yet built a distinctive customer experience paired with an economic model that supports large-scale expansion.

The move continues a broader pullback from Amazon’s own branded brick-and-mortar experiments. Since opening a physical bookstore in 2015, Amazon has tried multiple retail formats and tech-forward concepts, then later stepped back from bookstores, its Amazon 4-Star assortment store, mall electronics kiosks, and a short-lived apparel storefront, among others, even as it keeps emphasizing investment in grocery across online and offline channels.

Amazon currently operates 14 Go stores and 58 Fresh stores, with most expected to stop operating on Sunday, except in California where notice requirements extend timelines. The closures are expected to displace thousands of hourly store workers and potentially dozens of corporate roles, though Amazon says it will help employees seek other roles inside the company. Despite the retrenchment, Amazon described rapid growth in perishables for same-day delivery and said its cashierless tech, tested in Go stores, now runs in hundreds of third-party locations while it continues to test new store configurations and a larger big-box format.