Worlds collide, or worlds converge?

Whole Foods and Amazon have built their brand identities around customer experiences, and analysts have noted there is large overlap with Amazon’s 60 million Prime households and Whole Foods’ 30 million customers. But how will Amazon’s model of scale, efficiency, and convenience align with Whole Food’s desire to continually satisfy, delight, and nourish its customers? Amazon clearly believes it can connect these experiences to create something that is greater than the sum of the parts. But its not clear if these two customer experience models will prove to be more complimentary or more contradictory. While something fantastic may ultimately emerge, it will likely require a large degree of trial and error for Amazon to get there. 

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