This. I have started using Prime Now a lot over the last few months because the prices for non-perishable groceries are cheaper than Target/Safeway consistently

This. I have started using Prime Now a lot over the last few months because the prices for non-perishable groceries are cheaper than Target/Safeway consistently. The gap has been fresh food, and to fill this gap, Prime Now partners with local stores (Sprouts in Oakland, for example). The acquisition makes WF an instant partner of Prime Now (unintended pun). The demographic that uses the app and wants groceries now has a reliable and recognized source for said needs. This will only increase the use of Prime Now, thereby making Prime a more entrenched and indispensable service for a certain demographic. Better yet, the benefits will be symbiotic: WF can benefit from Amazon's advanced logistics capabilities. These efficiencies might help the brand shake off its reputation for super high prices. Strategically, this is a slam dunk for Amazon and certain segments of its customers.