The deal stands to net Amazon a wealth of data-driven insights into how shoppers behave offline – insights that are potentially very lucrative. To be sure, there are plenty of other benefits to the combination. Amazon will derive steady revenue from more than 460 Whole Foods stores; it can also introduce robots and other automation technologies to cut costs and improve the bottom line. But ultimately, Amazon wants to sell even more goods and services to both online and offline shoppers – including stuff they might not even realize they need.
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