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.

The company announced in a blog post on Wednesday that it is shutting down both its grocery and automated grab-and-go convenience stores, Amazon Fresh and Amazon Go, marking the end of yet another failed experiment to crack brick-and-mortar retail.