Jeff Bezos, founder and chief executive of Amazon, the world's best-known e-commerce company, has announced the purchase of the American supermarket chain Whole Foods Market for 13.7 billion dollars, approximately 12.2 billion euros.

When eating healthily is fun

Whole Foods Market is a very well-established and well-regarded brand in the United States and the United Kingdom. Back in 1977, long before the great expansion of organic food, John Mackey founded in Texas a company specialising in the sale of natural, healthy products catering to dietary needs. "Millions of people love Whole Foods Market because it offers the best natural and organic products and makes eating healthily fun," said Bezos, commenting on the acquisition of the supermarket chain.

What changes for Whole Foods Market

Whole Foods will not be revolutionised; John Mackey will retain his role as chief executive because, as Amazon's CEO (chief executive officer) acknowledged, "the supermarket chain is doing an excellent job and we want that to continue." Mackey also stated that "the partnership represents an opportunity to maximise value for Whole Foods shareholders, while delivering the highest quality, experience, convenience and innovation to customers."

The union of two opposite worlds

It is not yet clear whether this deal could weaken traditional large-scale retail; in a certain sense, Amazon and Whole Foods Market are at opposite ends of the spectrum. The former is indeed the quintessence of the intangible shop — non-physical, with electronic payment — while the supermarket is undoubtedly a real place, with products to look at and touch.

Amazon moves towards "traditional" retail

The purchase of Whole Foods, the most expensive deal in Amazon's history, could instead signal a further step — following the cashier-free, staff-free store — towards Amazon's development of physical points of sale.