The guidelines of Amazon’s insatiable expansion strategy leave no room for doubt: the goal is not just the conquest of online shopping, but the conquest of retail, period. Regarding the first, the company has ambitious expansion plans: at the time of its acquisition, Whole Foods had 440 stores, all located in densely populated areas with relatively high incomes. Basically, the acquisition provided Amazon with a physical store within five kilometers of the 75 million wealthiest Americans. Now, Amazon is considering going a step further: opening Whole Foods stores in less wealthy neighborhoods, so as to reach a broader demographic. Anybody who knows Amazon will know that the company will use the knowledge acquired in these markets for similar launches in others.

Source: Forbes January 01, 2019 11:15 UTC