First moves are about shock and awe, but they are also the representation of decision maker priorities. And Amazon got this ALL wrong. Lower prices on avocados is not what Amazon's core competencies are for Whole Foods, nor is it the branding vision Whole Foods needs in the long run.
Amazon, here's what you should have done.
SHOW OFF ALEXA'S CAPABILITIES IN STORE
Use Alexa as an in-aisle customer service assistant - customers can ask Alexa what the best organic diapers are and which aisle to find them or notify the store when items are on low inventory on shelf. Piloting ONE store would have generated more buzz than the tepid press received from lower prices.
FEATURE LOCAL ORGANIC PRODUCTS AVAILABLE AT WHOLE FOODS THROUGH AMAZON.COM
A customer is about to buy hot sauce through Amazon.com. Amazon.com prompts customer that a local brand hot sauce is available at Whole Foods. There would be little cannibalization in sales between the two platforms and offer a revenue generating service from local brands to feature ads on Amazon.com.
AMAZON DASH SALE ON 365 PRIVATE LABEL
Create a Dash button for purchase at Whole Foods for all private label brands.
2 HOUR DELIVERY ON ALL WHOLE FOODS HOT FOOD BAR ORDERS