Posted: September 19th, 2020

Amazon’s Business Opportunity and how it Captured

Amazon’s Business Opportunity and how it Captured

Amazon is among the leading web-based selling site founded in 1994 by Bezos Jeff in Washington, DC. The foremost business opportunity for amazon was bookselling. Bezos realized that there was a great demand for books worldwide. Also, the low cost of books and the immense number of titles obtainable to print settled on it the most ultimate decision he could have taken during that time. Just a brief time after Amazon’s first online appearance, it previously earned over 20,000$ weekly (Applegate, 2017, p.170). The company has since created from an online book offering association to the most prominent online dealer due to its various procurements and rapport with multiple merchants. Its focus business was in retailing items on the web.

Notwithstanding, it is significant that different administrations it made to help its principal business of retailing have now become a substantial wellspring of pay. AWS (Amazon Website Service), Market place and Prime are currently extensive supports of Amazon. The essential company’s logo with the bolt from start to finish was consolidated on June 19, 2000. The bolt makes the logo resemble a grin; however, more significantly, the organization needs to show that they offer any item a customer might require.

Due to its prominence in business, Amazon has a team of more than 350,000 employees currently. The organization has a couple of Executives and BOD (Board of Directors) who administer the business activities (Applegate, 2017, p. 173).  A gander at the ecological investigation uncovers numerous open doors which the organization should use to incapacitate its shortcoming.

Risks and Opportunities Associated with Amazon’s New Market

There are a few risks that Amazon is confronting in its new market. However, its various qualities will help it defeats these challenges. A few suggestions have been given in this investigation that will assist Amazon in staying in front of its rivals whenever received.  From the SWOT (Strengths, Weaknesses, Opportunities, and Threats) investigation set up, the organization has various opportunities it can utilize. However, it has some dangers to battle with as well. Differentiation is the central methodology that it can use due to the extended contention (McInnis, Cosley, Nam, and Leshed, 2016, p. 198). Moreover, extending the item fragment is a fair, open entryway as it will give the company a broader customer base for its things and oversights. One way they can extend their areas is by making extra organization.

All through the long term, the organization has taken a stab at joining forces with enormous players, which has failed. Procurements have worked for Amazon previously and obtaining or collaborating with producers. This will give them a bitter edge by diminishing the provider’s capacity. Amazon ought to likewise consider extending its exercises to other producing economies. Opening physical conveyance focuses outside the USA will minimize the conveyance time essentially. Taking a gander at the dangers confronting Amazon, a rivalry is perhaps the greatest danger the company faces.

Numerous internet business sites such as Overstock.com, Wal-Mart, eBay, Buy.co, and Alibaba Express have developed after Amazon. This signifies to the peril to the organization due to reducing minute dealings of the general business. Amazon has since not significantly performed due to its Spark fire that is matching technology-monsters such as Samsung, Apple, and Sony. In any case, with the client dependability, Amazon increases in value. The company ought to return to the planning phase and bring its clients an imaginative item.

Another significant risk that Amazon is confronting is charge evasion. When Amazon was set up, it was anything but a prerequisite to deal with charges for the federations in concurrence with the United States Supreme Court. Nevertheless, as the association pay improvement was getting well known, the countries started considering interfering with the Supreme Court’s decision. Over the years, the association has either been obliged or made arrangements with law masters in a few states to gather deals charge (McInnis, Cosley, Nam and Leshed, 2016, p. 201). In any case, this is putting the organization off guard chiefly, considering its rivals are not exposed to this expense shirking columns.

Despite Amazon’s internet retailing achievement, the organization relied extensively upon a solitary methodology that compelled the general client experience and possibly restricted development. For instance, some prevailing and potential customers got a kick out of the chance to hold a physical book before purchasing it. Some were not happy with bundles being left at unsafe doorsteps. Home security recordings of bundle grabbers showed up as often as possible via online media, particularly during vacation periods. Also, while a few things, similar to Food, could be conveyed to homes, numerous clients enjoyed the choice of having the option to contact and smell their new product before getting it. In any case, it was not well-defined if trying different things with various modalities could make the organization lose any of its profoundly engaged and well-honed points of interest in online marketing.

However, in 2018 the primary Amazon accessible store was opened in Seattle after a couple of long periods of tests. This uncommon reachable store works distinctive contrasted with Wal-Mart, for instance. By strolling through the store your online account of Amazon, you get things you would need to purchase (McInnis, Cosley, Nam and Leshed, 2016, p. 207). The store likewise disposed of sale registers and particularly sales counter lines by setting sensors at the walk-out doors, which naturally settle the bill online in the client’s Amazon account. This has facilitated convenience in the organization’s undertakings leading to a successful business.

Amazon and Whole Food Cooperation Marketing Project


This marketing project portrays the circumstance of Amazon and Whole Foods Market. The contextual analysis depicts the occasion taking over Whole Foods Market by Amazon on June 16, 2017. Whole Foods Market supervisory crew welcomed investors to an uncommon gathering to decide on the merger(Brites, 2018, p. 98). The contextual investigation also focuses on the budgetary examination and estimation of Whole Foods. Also, the premise behind the merging, regard formation through financial specialist involvement, and Earning Per Share mistake as an extent of immense worth establishment

Table of Contents


Part 1



Project Objectives

Research Questions

Part 2


Chapter 3


3.0 Conclusion


On June 16, 2017, Amazon reported its arrangements to get Whole Foods Market at a share of $42. It was then to have a complete arrangement estimation of 13.7B dollars, that is, to a 27 percent first-rate end value of Whole Foods on the earlier diurnal.

The Whole Foods market composed a message to their stakeholders, welcoming them to an exceptional gathering also; mentioning that they contemplate and elect to embrace the merger plan (see Exhibition 1 for Letter to Whole Foods Market Shareholders for Merger Approval). They believed the proposal to be of engaging worth, the ideal choice for intensifying investor esteem. The high sureness of significant value had a high probability of culmination also had the endorsement of their money related consultants.

After continuous baffling outcomes, Whole Foods Market investors had developed fretful, anticipating that more move should be made by the supervisory crew to turn the organization around (Brites, 2018, p. 100). Also, it could have re-visitation of the outcomes Whole Foods had acclimatized them to.

Nourishments share value transcended the reported 42 dollars for each share in the proposal, excited for an advanced offer (check Exhibition 2 for portion value development on Whole Foods)

 Project Objectives

  1. Substantial and significant data assortment.

The reason for the accompanying investigation is to accumulate data acquisition of Whole Foods Market by Amazon.

  1. Understand the background of the Whole Foods market

This is to help us have in-depth knowledge of where and how Whole Foods markets came about.

  1. Comprehend Transaction Process

The project will help in understanding how Amazon carried the process of Whole Foods Market acquisition.

Research Questions

  1. How did Whole Foods Market came about?
  2. Why and how did Amazon took over Whole Foods Market?


Whole Food Market

Whole Foods Market is the top natural and organic food general stock located in the United States. The market has a capitalization of around 13.46B dollars. In 2016, the company had about 16B dollars and more than 460 stocks in Canada, the United Kingdom, and the United States. (Brites, 2018, p. 50) On average, it has more than 8M clients visits weekly. It is the 6th biggest grocery market.


On 2017 June 16, Whole Foods Market and Amazon reported that they have moved into a total union. On that deal, Amazon would gain Whole Foods Market for 42B dollars for each portion of an all-cash trade. The gain regarded at around 13.7B dollars, comprising the net commitment of Whole Foods Market. However, Whole Foods Market will continue to work under its brand and source from trusted merchants and accessories worldwide (Veilleux and Alexa, 2019, p. 119). John Mackey will remain as CEO of Whole Foods Market, and the headquarters will stay in Austin, Texas.

The trade satisfaction is needy upon underwriting by Whole Foods Market’s speculators, managerial supports, and other standard closing conditions. The social events wanted to close the trade during the second half of 2017.


Amazon’s proposition of 42 dollars per share addresses 27 percent first-rate over last closing offer worth the whole nourishment marketplace.

Ever since plot is yet to be recorded with the managerial position, we have acknowledged that the organization buys predominant part segments of publicist and Institutional theorists (holds 92 percent post).

The company is unfurling new statures whose income demonstrates YOY development through Whole Food was a sinking transport whose working and net gain are persistently indicating a descending pattern from the most recent couple of years.


There was a success in merging between the Whole Foods Market and Amazon. Such fundamentals advanced for its middle pay portion of online trade and an isolated brand in this fragment. However, the Wholefood market’s late obtainment, improving benefit through Amazon’s web organizations (AWS), managed a cash change cycle. Also, there was a building revolve around media and upsetting it with Kindle. Amazon has made a remarkable appearance to manage and modify business areas as we might want to think. For that matter, financial specialists’ wants to it drawn out advancement strategy, and as long as it has strong business basics, market and speculators will take improvement over returns.

Amazon began as a site that dispatched in 1995 from a carport in Seattle, Washington, and has developed its tasks to excess 30 nations. Their main goal is to be the best company that puts their clients first. Providing everything a customer needs with high-quality services online.  Amazon, for a very long time indeed, was not a gainful organization; they have low edges in contrast with different retailers. Amazon’s present financial specialists are with them for the since quite a while ago run since they are lured by the business’s development and are not stalled by genuine net revenues.

Amazon’s last delivered yearly report from 2016 shows their not exactly strengthening edges. Even the quarterly deliveries from 2017 presently can’t offer a move in fixation from the base’s top line. The Reuter’s article from mid-2017 says everything; Amazon, on Thursday, revealed a hop in retail deals alongside a benefit droop. Its quick, exorbitant venture into new shopping classifications and nations did not indicate easing back (Veilleux and Alexa, 2019, p. 113). The world’s most excellent web trader posted a second-quarter salary of 38B dollars, up 25 percent from a year sooner. Amazon, before the obtaining of Whole Foods, was at that point an organization focused on Sales and Operations development with a 2016 top-line number of nearly $136.

Whole Foods began as a little store in 1980 in Austin, Texas, and have become world chief in common natural nourishments with 474 stores between U.K. and North America. Entire Foods, as a stand-alone organization before being obtained by Amazon, has a mission of being America’s most advantageous Grocery Store by offering the best characteristic and natural nourishments. Entire Foods had hit an unpleasant time as of late, given their high costs that were observed as cost gouging. Whole Foods isn’t your average supermarket since they assembled a business around an offer for their shoppers focused more on quality than cost. In their year-end 2016 Financials they revealed deals of $15.7(B) with a gross benefit of $5.4(B) which shows a Gross Profit level of almost around 34.5% which is essentially higher than a common staple chain like Kroger, whose net revenue after expense of deals is about 21.7%.

After Acquisition

On the possibility that you analyze the company’s center trade, two important segments are available for separation. That is, their site and the deftly chain. The company’s site is really their POS (Point of Sale structure). It is enabled by their effortlessly chain which involves intentionally situated apportionment networks and centers. Well Whole Food’s has a customary POS with a register confidential to their corporal areas which is clearly a totally unique encounter for the customer. Whole Food’s will be purposely situated in Amazon’s action by further improving their major storeroom business and thinking about a more adaptable transport system (Veilleux and Alexa, 2019, p. 108). Amazon’s extra rooms are likely the best announcement to begin from this acquirement close by the chance of having future totally electronic stores.

Amazon’s basic quality begins from its ability to charge underneath peers through fundamental cost focal points similarly as its strong association sway. Amazon’s scattering network costs significantly not as much as keeping up physical retail locations. Moreover, it present assembles bargains charge in a little pack of states where it keeps up a physical presence, giving additional cost focal points. Such inclinations lead to cut down expenses for customers, which in blend in with lower customer trading cost and genuine contention prompts bit of the pie gains for Amazon from regular retailers, for instance, Best Buy, Barnes, Noble among others.

The company had announced swiftly that with the procurement of Whole Foods that they would cut retails on a whole extent of things. This was empowering news for certain people yet what’s more enthusiastic move from Whole Food’s standard offer. We should plan to see a critical decrease in edges which will rather drive demand and an extension in top line improvement. It will help in Amazon’s fundamental targets. The preferred position to buyer will be that they can organize customary staples online close by various items not regularly held by business sectors and pickup in store perfectly. It would want to have an improved Prime Membership similarly as passageway in the more settled physical market that gets the clients who are reluctant to shop online

Amazon’s proposal to purchase out Whole Foods spoke to a 27% premium from where the market was exchanging the organization at the hour of obtaining. The offer was to purchase the organization for 42dollars for each portion which implies the marketplace estimated Whole Foods market at the time around 30.66 dollars. In the Amazon’s second from last quarter that finished September 30, 2017 they reported that income rose 34% to $43.7(B) which is 3.8% better than the investigator agreement of $42.1(B). From the $43.7 billion in income that Amazon detailed, $1.3 billion was owing to deals from Whole Foods. From my evaluations this is presumably $600 million better than I would have anticipated that Whole Foods should report in the event that it was not gained (Veilleux and Alexa, 2019, p. 104). In Whole Foods earlier quarter they revealed $3.72(B) in income and after procurement there were 30 days that passed which is 33% of a quarter so a reasonable gauge would have been about $1.24 (B).


Amazon successfully took over whole foods market where the proceeding is exceptional. It also keeps on enhancing into organizations that are conceivably more productive. Others include distributed computing, promoting, advanced substance and going about as an online commercial center for different shippers. These more current organizations are becoming quicker than the organization’s unique retail activities, boosting benefit. AWS and publicizing organizations are accounted for in a fragment the organization calls “other.” Revenue from this territory flooded to more than million in the quarter. The company doesn’t reveal Amazon Web Service (AWS) remunerations, yet Wall-Street calculates the commerce as with higher net incomes than the association’s basic retail business. So as Amazon Web Services advances, Amazon’s edges expand.

Impact of Amazon’s New Business Model Socially and Economically

Ordinarily, when a firm secures another element, the momentary impact on stock cost is unsurprising. In many acquisitions, the getting organization pays a premium for the stock procured from the objective element to get the arrangement under way since it boosts investors to sell their offers. This causes the stock cost of the getting organization to fall somewhat and makes the objective element’s stock cost increment, on a momentary premise.

Different purposes behind this drop-in stock cost rotate around the vulnerabilities in an obtaining. A fierce combination measure, the board power battles, and bookkeeping issues got from rebuilding charges and altruism can all contrarily affect the elements post-obtaining. On the off chance that any of these issues emerge, which will show in a more fragile presentation, the stock cost will drop considerably further (Veilleux and Alexa, 2019, p. 87). This is on the grounds that the drawn out stock cost will rely on how well the substances have been incorporated and their general exhibition. While this is the most well-known result post-procurement, a slight variety of this happened after Amazon’s securing of Whole Foods.

At the point when Amazon made the securing declaration, the stock costs rose around 27% from $30.66 to ~$42.00 per share. This is on the grounds that Amazon’s $13.6 billion-dollar offer, based off 323 million extraordinary offers, works out to another valuation of $42 per share. The strange event in this procurement is that accordingly, Amazon’s stock cost additionally rose. The ascent was not as emotional as Whole Foods’ expansion, yet it actually increased 2.9%, welcoming the stock cost on the date of declaration to $992.11 per share. Amazon’s valuation could be a hypothesis that Whole Foods stock was underestimated in any case. This could likewise suggest that Whole Foods will profit off of its relationship with Amazon through economies of scale, working cooperative energies, learning new center skills, increasing new upper hands in its commercial center, or an assortment of other possible elements.


Applegate, L.M., 2017. Amazon: The Brink of Bankruptcy. Harvard Business School Publishing.

Brites, A., 2018. Whole foods market takeover by Amazon. com (Doctoral dissertation).

McInnis, B., Cosley, D., Nam, C. and Leshed, G., 2016, May. Taking a HIT: Designing around rejection, mistrust, risk, and workers’ experiences in Amazon Mechanical Turk. In Proceedings of the 2016 CHI conference on human factors in computing systems (pp. 2271-2282).

Veilleux Jr, M.J., 2019. Alexa, Can You Buy Whole Foods: An Analysis of the Intersection of Antitrust Enforcement and Big Data in the Amazon-Whole Foods Merger. Cardozo Arts & Ent. LJ, 37, p.481.


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