> Efficiency and cheapness would go against the Whole Foods brand. For their existing customers, yes, but WF has become an aspirational brand. What if the pla

> Efficiency and cheapness would go against the Whole Foods brand. For their existing customers, yes, but WF has become an aspirational brand. What if the play is to gain a large number of less affluent customers by WF-labeling lots of inexpensive things? Search Amazon for some commodity like corn meal, or rolled oats. There's a huge price difference between Quaker brand and Bob's Red Mill. Amazon could insert Whole Foods brand right in the middle and skim customers from both ends while maintaining handsome margins.