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CNBC reports that Morgan Stanley is estimating that roughly 38 percent of Whole Foods shoppers currently are members of Amazon Prime, and that Amazon’s $13.7 billion acquisition of Whole Foods will result in roughly half those people - or about 2.5 million people - joining Prime.

While Morgan Stanley concedes that “price cuts, Prime Now and other investment will pressure profitability,” the bigger picture suggests that this acquisition will drive sales and profits in the long run, expanding and solidifying its ecosystem.

SearchEngineLand reports that performance marketing platform Kenshoo has done a study suggesting that 56 percent of consumers are consulting Amazon to do product research before doing anything else, and that 26 percent check Amazon while in bricks-and-mortar retail stores. While more people consult Google at some point during their search process, this is said to be the highest percentage garnered to this point by Amazon.
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