Amazon is closing all Go & Fresh stores to double down on Same-Day grocery

Amazon is shutting down its physical Go and Fresh stores to double down on what's actually working: Same-Day delivery of perishable groceries. The numbers tell the story, 40x growth since January 2025, with fresh items now dominating nine of the top ten most-ordered products in Same-Day zones.

But this isn't just about faster delivery. It's about Amazon finally unifying its fragmented grocery and marketplace operations into one connected commerce ecosystem. For brands, that means your grocery business is no longer an experimental side channel, it's becoming a core part of your Amazon strategy, with all the scale and complexity that comes with it.

In this video, Ellie Miller breaks down what this strategic shift means for your brand and walks through the critical preparation steps: ensuring your core SKUs are in-stock and eligible in Same-Day markets, optimizing content for high-intent, mission-based searches that AI can understand, deploying retail media to defend your position in fast-growing zones, and stress-testing your trade terms to make sure this channel doesn't quietly become your most margin-dilutive.

If you're in categories that are just now moving online, like fresh, frozen, anything that historically lived in-store, this is your window. The opportunity is massive, but the cost of entry will never be lower than it is right now.

Watch now to understand how to position your assortment, content, and media strategy for Amazon's new grocery reality before your competitors do.