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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