Amazon Fresh and Amazon Go stores will close, the company said in a blog post on Tuesday, with some locations converted 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,” Amazon said. Since the surprise opening of a physical bookstore in 2015, Amazon has tried and failed to establish a foothold under its own brand in categories from groceries to fashion, often with technology flourishes like digital price tags or novel checkout methods.