Winners and losers in Amazon’s $13.7B purchase of Whole Foods


Amazon is taking an enormous chew out of the contemporary meals enterprise with its bid for Whole Foods Market for $13.7 billion. But although it is a deal between two firms, it’s not simply the 2 of them being touched by it.

The intersection between the meals and tech industries has been enjoying out for years now, sprouting dozens of meals startups; efforts from giant tech firms to maneuver into meals; and methods from giant meals gamers tapping tech to verify they don’t miss out on the following wave of customers and the way they’re selecting to buy. Here’s a have a look at how among the largest and most distinguished of those, plus a couple of others, is likely to be impacted by in the present day’s information:


This startup, based at Y Combinator in 2012, blazed a path within the US at a time when only a few grocery tales provided supply, by offering a technique to store by means of an app and get every thing dropped at your door. It’s positioned itself as an Amazon competitor, the enterprise is making good returns in its largest markets, and buyers imagine in Instacart: the startup has raised almost $675 million and is now valued at $three.four billion.

Now right here is the important thing: certainly one of its buyers and grocery retailer companions is none apart from Whole Foods.

In different phrases, the corporate that was Instacart’s prime competitors will grow to be a shareholder ought to the Whole Foods acquisition shut. The query, then, might be how Amazon chooses to deal with this: it might purchase the corporate outright and knock it out as competitors. Or it might maintain on to its stake as a monetary funding, whereas on the similar time transferring all of Whole Foods’ supply enterprise to… Amazon Prime.

That could not occur so shortly. There are 4 years left on the Whole Foods distribution partnership, noting supply mentioned Amazon’s buy wouldn’t have an effect on that association.

What this doubtlessly does is put Instacart within the place of turning into an acquisition goal itself. Possible patrons: those that are would-be Amazon opponents, equivalent to Costco or Walmart. It might additionally make Instacart extra strategically interesting as a supply associate to extra grocers if the Whole Foods partnership is disrupted.

Indeed, that’s the tack that the market is prone to take, in keeping with an individual with data of the Instacart’s plans. Rather than permit its arch-rival to maintain a stake within the firm, Instacart will look to purchase again that stake that Amazon owns (which is lower than 1% of the corporate).

By the tip of the 12 months, Instacart will service roughly 80% of the U.S. market and the corporate has been rolling up large offers within the final week. It signed up or expanded its agreements with Publix, Wegmans, and Ahold Delhaize. Also price noting that Whole Foods accounts for lower than 10% of income for Instacart, the particular person mentioned.

There have been some hiccups alongside the corporate’s path: As Instacart has grown, it has confronted a ton of expensive backlash from contractors and prospects who’ve been pissed off with its lack of pricing transparency. But nonetheless, it’s rising and has constructed one thing that greater than Amazon will wish to have.

Google Shopping

Google was early in its strikes again in 2013 to sq. as much as Amazon with Google Shopping Express. It moved into extra meals ultimately, and slowly expanded its partnerships. One of these partnerships is with Whole Foods. With Amazon as an proprietor, one possible end result could be Whole Foods transferring its deliveries to Amazon and away from Google.

Could this imply that Google might be in search of extra meals shops as companions? Will it broaden what it delivers from different companions like Costco and Target?

Amazon is feeling like an more and more highly effective power on this planet of commerce. That might additionally spell a gap for smaller grocery shops which have little or no on-line presence. Feeling shut out of the sport in mega-deals, these shops could out of the blue get entry to Google, which must make up the stock if it loses Whole Foods. Google, however, could possibly strike friendlier offers, as there’s a mutually useful relationship available.


Speaking of competitors, Instacart and the remaining are nonetheless seeing startups popping up who suppose that they’ll do what Instacart does higher. One of those, Shipt, raised $40 million earlier this 12 months to tackle the problem particularly in “non-coastal” markets that the likes of Google, Amazon and Instacart have but to deal with.

The startup additionally works with Whole Foods, and like Google can also find yourself dropping them as a associate. Similarly, there’s a query of how a lot of its enterprise truly got here from the grocery retailer, and the way a lot from different companions (which features a checklist of the most important supermarkets in the midst of the nation). This might spell extra alternative for Shipt as a associate at a time when those that should not Amazon are in search of choices which are as removed from that firm as doable. And for higher or worse, Instacart might be linked to Amazon, if solely as an funding.

The similar may go for StorePower and Grubmarket, that are additionally offering Instacart-style options, respectively to grocery shops and (within the case of Grubmarket) to producers and farmers who need extra tech-direct methods of connecting with customers, taking orders from them, and delivering these objects. Both even have raised vital funding.

All these firms could profit from the notion that there are pure companions — and doubtlessly acquirers — that they’ll peel away from Instacart given the sophisticated relationship it now has with Amazon. That means they might have higher negotiation energy when elevating cash.


Costco has a whole lot of chips in its arms proper now. While the corporate itself isn’t recognized for being remarkably tech savvy, it’s the world’s third-biggest grocery store chain (Walmart and France’s Carrefour are one and two, respectively), and desires a associate to assist it compete in opposition to Amazon. It has a whole lot of potentialities to select from.

Blue Apron, Sunbasket and different meal-kit firms

Whole Foods remains to be a grocery retailer. But it additionally sells a whole lot of ready meals, and between these it’s a small step to shifting into meal kits. Having sudden entry to a whole lot of native nodes of groceries and meals (together with a model that millennials love) could give Amazon a possibility to spin up the type of operations that Blue Apron has used to propel itself to an imminent IPO with a steadiness sheet that doesn’t look all that unhealthy. It’ll must cope with the economies of scale that Blue Apron has began to lock down, nevertheless it’s laborious to put in writing off the sheer proximity of all these shops — which have the assets to retailer and promote contemporary meals — in metropolitan areas which are the candy spot for a few of these firms. The story right here has but to play out, so we’ll have to attend and see the way it goes. Such a enterprise could possibly be an enormous thorn within the aspect of those meal-kit firms.


We’ve reached out to Walmart to ask for a response to the Whole Foods/Amazon information. In the meantime, like Costco, it has a lot to play for. As Sarah Perez identified earlier, Amazon desires to grow to be Walmart earlier than Walmart turns into Amazon, and whereas Walmart already has an intensive operation in meals pickup, one space the place it has but to innovate is within the space of grocery supply.

This might spell a possibility for Walmart to purchase an organization with the logistics expertise to plug in to fill that hole. The different space that this might have an effect on is in what markets Walmart targets: as Sarah famous in her Walmart / Amazon evaluation, Amazon has saturated the center and excessive ends of the market with its Prime tier. It might be doubling down on that with the acquisition of a premium grocery store chain like Whole Foods (typically often known as Whole Paycheck). It might be attention-grabbing to see what Walmart may do to deal with that larger finish. Given that others might be anxious in regards to the Amazon impact, this might give it good bargaining energy.

Jana Partners

]The activist efforts this funding agency engaged in appear to have paid off. After pressuring the corporate starting in April, Whole Foods has lastly wound up as an acquisition. That’s a boon for buyers, together with Jana Partners, which has minted a wholesome return on its large guess on Whole Foods earlier this 12 months. This could, too, embolden different kinds of activist stress within the grocery market.

Ocado, Bigbasket, Conershop

]There are various regional gamers within the space of grocery supply, and whereas a lot of them have been described as Amazon opponents, we must always now watch to see simply what number of of them Amazon may also attempt to purchase. Amazon’s large acquisition of Whole Foods could imply that its checkbook will stay in a drawer for now. But that doesn’t imply that there isn’t an urge for food to start out rounding up all these regional operations which will make extra sense in a bigger context with higher knowledge to work with. Whether they may get the identical sorts of costs as a possible acquisition like Instacart or Postmates (which we’ll get to in a second) is a distinct story.


While Postmates works as a meals supply service, its unique operation as an on-demand supply community remains to be alive and properly. Like among the regional operators and different supply networks, Postmates could have a possibility to start out constructing higher relationships with retailers given the more and more complicated relationship Instacart could have with them. Instacart’s shut relationship with Whole Foods — and now Amazon — could find yourself inflicting some stress with competing retailers, which is all the time good for the competitors. And it additionally signifies that these bigger retailers may even see them as strategically necessary to move off Amazon, which helps make the businesses look extra invaluable.


Amazon’s made a whole lot of large acquisitions, however none of them are anyplace close to as large as Whole Foods. Like we mentioned earlier, if/when the deal goes by means of it seemingly signifies that Amazon’s test e-book goes to stay closed for some time except that is the beginning of an enormous acquisition spree for the corporate. There had been whispers this week that Amazon was considering shopping for Slack, although it seems that the office collaboration startup has determined to go a distinct route and lift $500 million as an alternative. Still, we’ve seen cases the place issues change on the final minute — like Cisco snapping up AppDynamics proper earlier than its IPO — and TechCrunch beforehand reported that Microsoft appeared to be within the firm, too.

Regardless, now there’s a worth on the market for Slack — and it’s fairly excessive. It may appeal to patrons out of the woodwork, particularly some that would make a pitch if Amazon is off the desk after spending this sort of cash on Whole Foods. We’ll have to attend and see how this story performs out, now that the most important sign Slack had for its worth could have gone out.

Featured Image: Amazon

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