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Amazon's proposed $13.7bn purchase of brick-and-mortar retailer Whole Foods Market is not just a sign of how much Amazon wants to disrupt the traditional grocery sector, but also highly significant for the company's longer-term ambitions in retail.


  • Whole Foods Market is a good fit for Amazon Fresh, Amazon's online grocery service, and adds value for Amazon Prime members. We expect Whole Foods to become part of the Amazon Fresh proposition in some form.
  • Amazon has millions of accounts on file and is steadily expanding its payment capabilities. This expansion is likely to play out with Whole Foods Market and Amazon's longer-term plans to blur the boundary between physical and online retail.

Features and Benefits

  • Understand the strategic importance of Amazon's proposed $13.7bn acquisition of Whole Foods Market.
  • Learn how Amazon's payments capabilities will enhance Whole Foods Market and other Amazon retail initiatives in the future.

Key questions answered

  • Why has Amazon bought Whole Foods Market, and what is the significance of the deal?
  • Will Amazon's payments expertise and Alexa be used to enhance Whole Foods Market?

Table of contents

Ovum view

  • Summary
  • Whole Foods Market will make Amazon Fresh more appealing – and efficient
  • Bringing payments innovation to Whole Foods Market and beyond
  • The acquisition marks a change in business dynamics
  • Whole Foods Market is part of Amazon's wider disruption of physical retail


  • Further reading
  • Author

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