Amazon’s $13.7bn acquisition of Whole Foods has the potential to radically alter the evolution of grocery shopping.

A lot of focus has been on the stores and the idea of AmazonGo technology being installed in Whole Foods, widening the range of brands (which could kill its USP) – and of course using the stores as decentral hubs for online grocery deliveries.

This view forgets though that many Whole Foods stores could perhaps support a locker and click & collect style offering and with a stretch the current Instacart set up (to be replaced by Amazon’s PrimeNow) but never a complete AmazonFresh basket (including 3P products). The logistics back end is of much more interest to AmazonFresh, as are the established relationships with suppliers to the grocer often going back decades.

But this acquisition is about much more?