> Having a leg and data from a real grocery store will help them figure out what they need to do to improve. This. I've worked for Whole Foods and my wife curr

> Having a leg and data from a real grocery store will help them figure out what they need to do to improve. This. I've worked for Whole Foods and my wife currently does. They find small, local companies that make natural products. They work with them to market their products and test them in their stores. They collect a lot of data on how customers respond to the products, improve them, and then distribute them nationally. The reason Whole Foods has been suffering is because they're not big enough. Once these companies have a valuable product, they want to sell them at Walmart, Kroger, HEB, etc. But Amazon is big enough that they could make deals with these companies. I believe Amazon wants Whole Foods so that it can generate new, popular, high-margin food products that can only be bought in a Whole Foods store or on Amazon.