Sure there’s Amazon Echoes being sold at Whole Foods and there are benefits for Prime members who shop in-store. But none of those things would appear to justify spending $13+ billion as Amazon did to acquire Whole Foods. Amazon bought Whole Foods to learn about the grocery business so it could convert grocery consumers to online. But making money selling groceries online is just plain hard and no one has figured it out yet. That will open the door for online grocery to be a much more potent force than it is now.

Source: Forbes December 16, 2018 15:00 UTC