Alaskan halibut provides a glimpse of Amazon’s strategy with Whole Foods

A few days earlier, Whole Foods touted a rarely seen promotional price for halibut as part of its ongoing campaign to revise the grocery chain’s high-cost reputation while maintaining its image for quality and sustainability. Whole Foods’ halibut deal opens a window into Amazon’s grocery strategy as it seeks to combine the defining characteristics of each brand, leverage its juggernaut Prime membership program and take a larger share of the grocery business from competitors such as Walmart, Kroger and Costco. At the seafood counter in the Whole Foods store on Westlake, surrounded by Amazon headquarters buildings, a sign advertised “First of the Season Fresh Alaskan Halibut” and sported the blue Marine Stewardship Council (MSC) Certified Sustainable Seafood label.

Source: www.seattletimes.com