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Whole Foods and Instacart are breaking up—an inevitable move ever since Amazon acquired the grocery chain in 2017. The breakup is mostly about Amazon tightening its reins on Whole Foods, so that it can enforce Prime delivery, which offers free two-hour delivery for members. Instacart, which recently cut prices for its annual Express membership and delivery fees, making its Whole Foods delivery cheaper than Prime’s, likely catalyzed the end of the partnership. Losing Whole Foods will reduce Instacart’s revenue by less than 5%, and the company seems to have prepared for it by growing its roster of delivery partnerships from Aldi and Sam’s Club to Walmart Canada and Kroger.


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