All the analysis that I've read about the Whole Foods acquisition says that it was made to get you (and Amazon) back into the brick and mortar stores. Apparently, the last kilometre of the delivery chain is a killer, cost-wise, for Amazon, and their goal is to get you making that last-kilometre trip to pick up food and your other purchases. There are apparently other strategic reasons for Amazon to get into bricks and mortar as well, after they drive all the other bricks-and-mortar shops out of business. Who knows what their end-game is? Amazon investors, though very happy with the stock price, are usually pretty sore about Bezos' refusal to be clear about strategy.