Numerator: Amazon-Whole Foods cross-shopping rises dramatically
Large numbers of consumers shop both Amazon and Whole Foods, although not all are aware of the connection.
More than 17 million U.S. households shopped both Amazon and Whole Foods Market in the latest 12 months ending April 30, 2026. Analysis from Numerator indicates this number is up 55% from 2019.
Based on a recent survey of more than 2,000 U.S. consumers and analysis of purchase behavior from 200,000 panelists, Numerator also found that the average household spends over $1,300 annually on everyday goods across the two retailers, including grocery, health and beauty, household, pet, and baby products.
However, only 39% of surveyed consumers were aware that Amazon owns Whole Foods, while 61% were either unaware, unsure, or unclear on how the two retailers are connected. The survey indicates awareness of the relationship is more positive than negative for both brands.
When told Amazon owns Whole Foods, 27% of consumers said their perception of Whole Foods became more positive, compared to 15% who said it became more negative. For Amazon, 26% said their perception became more positive, compared to 5% who said it became more negative.
When asked what benefits they have seen from the integration, 32% of consumers said it doesn’t change anything for them, 23% said it means more convenience (such as delivery, online ordering), 21% said it means better integration with Amazon services (such as Prime).
‘Store-within-a-store’
The survey also asked consumers what they think of the new “store-within-a-store” concept being tested at some Whole Foods locations, where consumers can order national brands and products not typically found in Whole Foods through an app or kiosk for pickup, rather than finding them on store shelves.
[READ MORE: Amazon expands Whole Foods store assortment via 'store within a store' concept]
Four-in-10 respondents said this would make Whole Foods more like a store for people like them, and 50% said this would make Whole Foods more practical for everyday shopping. However, 50% said it would make Whole Foods less unique / feel like other grocery stories, and 46% said it would make Whole Foods feel less true to its natural / organic standards.
Demographic differences
The survey examined how different consumer demographics view the Amazon—Whole Foods relationship:
- Almost four-in-10 (37%) Gen Z respondents said they are more likely to shop at Whole Foods knowing this connection and 36% of Gen Z respondents are more likely to shop at Amazon.
- Only 24% of Boomer respondents are more likely to shop at Whole Foods knowing about the Amazon relationship while 22% are more likely to shop at Amazon.
- Three-in-10 urban respondents said they were likely to use Amazon benefits at Whole Foods (such as discounts and deals) in the next three months, 23% said they were likely to make an Amazon return at Whole Foods, and 16% said they were likely to order Whole Foods groceries via Amazon.com.
