Almighty Amazon’s plans almost never seem to go wrong, with few exceptions, like the Fire phone—and now we can add food delivery to the list.

A rep confirmed Amazon is pulling the plug on Amazon Restaurants, the company’s ill-fated division looking to cut into entrenched services like Uber Eats, Grubhub and DoorDash.

Amazon Restaurants shutters on June 24.

“They could come back again, but I think they found restaurant delivery is very competitive.”

Beyond a statement noting a “small fraction” of Amazon employees are affected by the decision and will be offered “personalized support to find a new role within, or outside of, the company,” the Amazon rep declined additional on-the-record comment on why Amazon Restaurants is shutting down and what comes next.

But Bryan Eisenberg, co-founder of the agency BuyerLegends and co-author of the book Be Like Amazon, doesn’t see this as a failure.

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