Amazon's Whole Foods move sits well with many consumers
The acquisition of Whole Foods by Amazon is viewed as positive by 38 percent of Whole Foods shoppers and 31 percent of Amazon consumers, according to a new GfK study.
The study also revealed a higher incidence of Amazon Prime membership among Whole Foods shoppers than among U.S. consumers as a whole (50 percent versus 37 percent), according to a press release.
"Even at this early stage, we see a great deal of optimism around Amazon's acquisition of Whole Foods," said Wendy Wallner, executive vice president of GfK's Retail industry practice in North America, in the release. "Those who already shop with one or both companies see a variety of opportunities for amped-up convenience and selection. The partnership makes sense to them; they want to buy Whole Foods' products online, and they trust the quality which is typically the biggest barrier with purchasing fresh groceries online."
The GfK study polled 1,000 U.S.adults (ages 18 and above) from June 23 to 26, 2017.