Most of Whole Foods shoppers are likely to be Amazon shoppers and even Prime Members, but how many of Amazon’s 100 million U.S. members regularly shop at Whole Foods? Fewer than 20%, despite Amazon’s ongoing efforts. Here’s why.
. Today, it’s a tight race for leader: Kroger’s Simple Truth private label is now a $2.3 billion brand. And Aldi plans to expand its fresh food selection by 40%.Whole Foods operates 477 stores in the U.S. Kroger operates more than 2,764. This means that in many markets Prime members would have to travel a decent distance before reaching a Whole Foods store.
Finding the similarities between Amazon and Whole Foods shoppers makes sense, but if Amazon were comparing apples and oranges, there may not be enough similarities to outsell the competition. Amazon may need to turn to its rich wealth of shopper data, or directly survey its best Prime shoppers, to learn what would persuade them to shop with Whole Food over others, beyond price.
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