The brand is a good compliment to Amazon and would allow them to more aggressively target fresh food delivery to the at-home market Citi looked at the potential winners and losers in the online grocery space using a five-point analysis that looked at factors such as profitability, brick-and-mortar pricing, online pricing, exposure to Seattle-based Amazon, as well as any early adopter advantage.
http://www.cnbc.com/2017/06/16/AMAZON-IS-BUYING-WHOLE-FOODS-IN-A-DEAL-VALUED-AT-13-POINT-7-BILLION.HTML