But what I think could happen, could at least, is that Amazon use the Whole Foods brand to out-Lidl Aldi and out-Aldi Lidl, and produce a full range of products entirely equal in quality to the big national brands but without the advertising costs associated with them.
from
http://localweeklypaper.com/post/162325562382
from
http://onlineshoppingnewsfeed.blogspot.com/2017/06/who-might-really-lose-from-amazon-and.html
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