"The failure principle doesn’t work as cleanly for Amazon in grocery stores, however. That’s because the vast majority of consumers still do their food shopping at food retail outlets. If you want to succeed in grocery, as Amazon very much wants to, you can’t just operate online — or so the thinking goes. It’s why Amazon acquired Whole Foods Market in 2017. And it’s why Amazon debuted its midmarket grocery chain, Amazon Fresh, and has worked hard to update it."