Operating a chain of brick-and-mortar retail stores in the age of Amazon is a tough business. Just ask Amazon.

The e-commerce giant is closing its 87 pop-up stores in the U.S. as executives rethink the plan to sell goods in physical retail stores, the Wall Street Journal reported Wednesday. “After much review, we came to the decision to discontinue our pop-up kiosk program,” an Amazon spokeswoman told the Journal.

In September 2016, Amazon said it would open as many as 100 pop-up stores in the U.S., after a pilot program of six such stores in 2015 proved successful…