Given the commitment by Amazon to home delivery of groceries, restraints associated with existing Whole Foods stores will require extensive modifications to fulfill the mission of the parent company.

Although specific financial data for Whole Foods is no longer released following acquisition by Amazon, it is evident that the potential of Whole Foods Markets to contribute to on-line sales was originally over-estimated both by Amazon and analysts.

Amazon eliminated the $14.99 per month delivery fee for Amazon Fresh.  This step now creates a market among the 150 million Amazon Prime members worldwide with more than 2000 U.S. cities and towns enjoying two-hour delivery from both Whole Foods Market and Amazon distribution centers.