FTC approves Amazon's acquisition of Whole Foods

Discussion

Discussion

That's the day that Amazon will complete its $13.7 billion purchase of the upscale grocery chain, known for its high-quality organic and natural food - and its high prices.

To start it off, Whole Foods will be lowering prices starting Monday on a selection of their most popular grocery staples. The company plans to set up lockers for Amazon pickups at Whole Food stores, and it also plans to integrate Prime membership with the Whole Foods loyalty program.

Also, certain Whole Foods products will be available through Amazon.com, AmazonFresh, Prime Pantry and Prime Now.

Exactly how much the price of a single avocado will be reduced by or how that price compares with competing supermarkets is to be determined, but for now it does alleviate concerns from critics who were skeptical about Amazon's intent in buying Whole Foods.

The acquisition means more than brand bargains: Amazon Lockers are expected to appear in select Whole Food Markets, allowing shoppers to pick up or return Amazon.com items at their local brick-and-mortar store. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are some of the products and services pioneered by Amazon. Whole Foods Market Inc. was founded in 1978 and it is an established USA supermarket chain that only features foods without artificial preservatives, colors, flavors, sweeteners, and hydrogenated fats.

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Earlier this month, Amazon sold $16 billion of bonds in order to pay for the purchase. The move sends a clear message to the United States grocery industry-Amazon is ready to begin its foray into the market in much the same fashion. And it will turn them into Amazon customers and advance its bid to become the dominant player in all of retail - the so-called everything store.

"Amazon is more focused on driving volume and improving service at the expense of profit margins", said Sebastian.

Few doubt Amazon's loud entry into the grocery space will change the game.

Norm Armstrong, an antitrust lawyer at King & Spalding LLP in Washington, told Bloomberg that the FTC approved the deal because Amazon and Whole Foods are not close competitors. The program is still being tested in the main Whole Foods chain. But under Amazon, Whole Foods poses a legitimate threat.

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