Amazon grocery

Amazon is closing its Fresh and Go locations

Amazon is closing its branded brick-and-mortar grocery stores, with the company consolidating its physical strategy under the Whole Foods name.

亚马逊正在关闭其品牌实体杂货店，公司将把实体战略整合到全食超市品牌旗下。

The closures, which affect its Amazon Fresh and Amazon Go locations, were announced Tuesday and amount to about 70 locations across the United States. In a blog post, the company said while it saw positive signs in the stores, it didn't create a "truly distinctive customer experience with the right economic model needed for large-scale expansion."

此次关闭涉及亚马逊生鲜和亚马逊无人便利门店，该公司于周二宣布了这一决定，全美约70家门店将受影响。亚马逊在博客文章中表示，尽管看到门店的积极迹象，但未能创造出"真正独特的客户体验，并建立大规模扩张所需的合理经济模式"。

As a result, some locations will be converted into a Whole Foods Market, with an additional 100 locations opening in coming years. That will include the expansion of its new, smaller spinoff called Whole Foods Market Daily Shop.

因此，部分门店将被改造为全食超市，未来几年还将新增100家全食门店。其中包括扩张其新推出的小型分支业态——全食超市每日小店。

"We're grateful to our team members for their many contributions over the years and are working whenever possible to help them find roles elsewhere in Amazon, including across our vast operations network, as we make this transition," the company said.

"我们感谢团队成员多年来的诸多贡献，在转型期间将尽可能帮助他们找到亚马逊其他岗位，包括我们庞大的运营网络中的职位，"该公司表示。

Amazon said it's "testing new physical store experiences," including a store-within-a-store concept in Illinois that combines Amazon Grocery and Whole Foods Market. In a Chicago suburb, it's also building a 229,000-square-foot retail space that resembles a Walmart.

亚马逊称其正在"测试新的实体店体验"，包括在伊利诺伊州推出亚马逊生鲜与全食超市结合的店中店概念。在芝加哥郊区，该公司还在建设一座22.9万平方英尺的零售空间，类似沃尔玛的业态。

However, the issue for Fresh and Go is that they didn't offer a compelling reason for shoppers to visit, according to Neil Saunders, managing director of GlobalData. Fresh was "too similar" to its competitors and Go's just-walk-out technology isn't something shoppers "really care about," he wrote in a note.

不过，据GlobalData董事总经理尼尔·桑德斯分析，生鲜店和无人便利店的问题在于未能给消费者提供非去不可的理由。他在报告中写道，生鲜店与竞争对手"过于相似"，而无人便利店的即拿即走技术并非消费者"真正在意"的卖点。

It's the latest change to Amazon's grocery strategy and options, which have had varying degrees of success. The company has partnered with local grocery stores for delivery, but those items took customers into different online stores with separate checkouts and delivery fees that sometimes left shopper confused.

这是亚马逊杂货战略和方案的最新调整，其各项尝试取得了不同程度的成功。该公司曾与本地杂货店合作配送，但这些商品会将顾客导向不同的线上商店，需要分别结账并支付配送费，有时令消费者感到困惑。

The company has also built up its own private label brands like Amazon Grocery and Amazon Saver to take on the expansion of low-cost competitors Aldi and Lidl and recently rolled out same-day delivery of fresh food to more than 2,000 cities.

该公司还建立了自有品牌，如亚马逊生鲜和亚马逊省钱，以应对低价竞争对手阿尔迪和利德尔的扩张，最近更将生鲜食品当日达服务扩展至2000多个城市。

But the closures of Fresh and Go doesn't mean Amazon is failing at grocery, Saunders said, pointing out that it's now a $150 billion business with more than 150 million shoppers that "continues to take significant levels of market share across grocery," even against market leader Walmart.

但桑德斯指出，关闭生鲜店和无人便利店并不意味着亚马逊在杂货领域失利，强调这已是一项1500亿美元的业务，拥有超过1.5亿购物者，"即使在面对市场领军者沃尔玛时，仍在持续抢占杂货市场的重要份额"。