Whole Foods – now on Amazon. The company, listed on the stock exchange, was taken over right after the American cartel authorities granted permission for 13.7 billion dollars. With this new e-commerce service, Amazon is now a big part of the entire food industry and it was a major topic in the media all about the US. Amazon can already chalk this change up as an enormous success, also because of the immense marketing they did presenting Whole Foods on Amazon. As people care more and more about the origin and the manufacturing process of the food they are eating, as there are a lot of private labels with a positive Image, this is not only already a successful innovation, but also a line of business with highly promising development. The question if there is a potential for this was answered within the first day after Whole Foods on Amazon has launched and the biggest competitors, Walmart and Kroger, might face a tough time. In addition, there was a huge price cutting for many products to make Whole Foods competitive as the prices of many its products were deterrent for many potential customers. The next month will show the true potential for Whole Foods on Amazon, but all signs are positive and promising.