[crucifiction]

This enables them to very quickly scale out AmazonFresh, which to date is only in about a dozen areas, to every single area that WholeFoods is in.

If you have not used AmazonFresh its pretty clearly a competitor for the same income level people as a Whole Foods customer and already offers a ton of organic/fair trade/etc stuff at Whole Foods level prices.

They can also leverage the WholeFoods brand for items, bringing additional customer trust to the quality.

Further, this makes PrimeNow delivery cheaper for them. Again, if you have used AmazonFresh you know that you can add PrimeNow-style Amazon stuff to your purchase for the delivery slot. This brings that capability to every WholeFoods location and expands the reach of people buying PrimeNow items (e.g. people will add things to their grocery delivery at a lower threshold than they will pay $5 and reorder on PrimeNow the same thing).