Just Walk Out tech survives as Amazon calls time on Go and Fresh physical stores push

Amazon is binning its Amazon Go and Amazon Fresh physical stores experiment as it shifts its focus to on demand online delivery and new big box locations.

It says that some of its shuttered Amazon branded bricks and mortar stores will be converted into Whole Foods Market locations. It plans to open over 100 new Whole Foods Market stores over the next few years.

In an online post, it said: “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.”

“After a careful evaluation of the business and how we can best serve customers, we've made the difficult decision to close our Amazon Go and Amazon Fresh physical stores, converting various locations into Whole Foods Market stores.”

“Customers can continue to shop Amazon Fresh online in available areas for fast and convenient delivery. 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.”

It added: “Throughout our operation of these stores, we've gathered valuable insights about what matters to customers. For example, our Amazon Go locations served as innovation hubs where we developed Just Walk Out technology - now a scalable checkout-free shopping operating in over 360 third-party locations across five countries.”

“Building on this success, we're expanding Just Walk Out technology to Amazon's own operations, with more than 40 North American fulfillment centres using it in breakrooms today, and many more planned for 2026, helping employees maximise break time by grabbing meals without checkout delays.”

UK

In September of last year, we reported that Amazon was binning its ambitious Amazon Fresh experiment in the UK, just four years after the US online giant launched its first grocery store in London.

It has shuttered its 19 Fresh stores, with plans to convert five of these into Whole Foods Market locations.

The first one opened in the UK during 2021 in Ealing, west London, powered by Just Walk Out technology.

This was the entirely predictable result of throwing huge amounts of cash at technology to sell groceries, some industry observers claimed. However, Sakshi Kuwad, Interim Operations Lead at Amazon UKI, saw things differently.

In a LinkedIn post, he said: “Seeing Amazon Fresh close has made me think back on what a bold and ambitious idea it really was. Working there showed me just how far retail innovation can go when technology, operations, and experimentation all collide.”

He added: “From computer vision to frictionless checkout to reinventing the grocery experience - it was a front row seat to the future of retail, long before most people even imagined it. Even though the stores are closing, the innovation and learning will continue to impact the industry for years .It was a unique chance to work at the intersection of operations and cutting-edge tech, helping to bring a completely new store concept to life.”

“Being part of a team that experimented, adapted, and pushed boundaries taught me a lot about operational excellence and what it takes to run an innovative retail model. Even though this chapter is closing, I’m proud to have played a role in something so forward thinking.”

2026 RTIH Innovation Awards

Physical stores will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.