Expect to find more Amazon gear in Whole Foods

Toys, beauty products and more gift wrap will be found in stores.

The Essentials

1. Amazon announced it is putting more non-food items into Whole Foods stores in time for Christmas, namely "sustainable" and "artisanal" gift options aimed at its upmarket shoppers.

2. Recycled gift wrap from Paper Source, "responsibly-sourced" wooden toys and fair trade beauty products will be found on Whole Foods shelves.

3. Whole Foods started carrying Amazon devices (such as Echo Dots and Kindles) in November, ahead of the Black Friday sales. It follows Amazon's purchase of Whole Foods in June.

The Big Picture

A few months after its shock buyout of Whole Foods, Amazon is making its presence felt even more in stores.

In time for Christmas, it's adding gift options aimed very much at the typical Whole Foods shopper to the suite of Echo and Fire devices it already sells across the almost 400 stores.

Expect to see a selection of sustainably made holiday gift wrap from Paper Source, wooden children's toys developed in partnership with PBS kids, and a selection of soaps, beauty kits and bath toiletries from manufacturers including Alaffia and Weleda.

But while Amazon is becoming ever-more ubiquitous in our day-to-day lives, there are signs that its great Whole Foods experiment is having some teething problems.

Business Insider reports loyal Whole Foods shoppers have said they've noticed a decline in the quality of the produce since Amazon bought the grocery chain, and the price drops seen shortly after the takeover have vanished.

Whole Foods has said nothing has changed operationally that could cause a drop in the quality of its food, Food Dive reports.

Whole Foods is now in a reality where it no longer appears to customers as a niche, upmarket grocery chain, but part of a monolithic retailer consolidating its power in the market.

Shoppers are more likely to note any slight change to their experience as a result of this, and Whole Foods risks losing the organic (pun intended) goodwill it had accumulated on its rise to prominence.

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