Amazon’s 2017 purchase of Whole Foods Market seemed to suddenly make this commercial giant a notable player in food retail. However, as we demonstrate below, this development was neither sudden nor surprising. Amazon’s business strategy has paved the way both for this acquisition, and for the other surreptitious ways in which it is chipping its way into food retail. We argue that these developments are motivated by Amazon’s goal of becoming a one-stop-shop for all consumer goods for as many customers as possible, which would in turn allow Amazon to expand as the key global broker for consumer data. Although Amazon’s tactics have little to do with food itself, the implications to food retail and more generally to food systems around the globe could be momentous.
