I I t's not hard to imagine a future where, instead of rummaging through the fridge when you get hungry, you'll log into Amazon. You'll probably order lunch from that cool ramen shop across town and, while you're at it, decide between a hangar steak and Moroccan-spiced chicken meal kit to cook for dinner. Maybe you'll even throw in a few fresh vegetables and milk or a box of Amazon-branded cookies for dessert.
This one-click food shopping is easy to imagine because, to some extent, it already exists. And if Amazon has its way, it will be the new way of eating in America.
Over the last decade, the online retailer has plowed its way into the food and beverage business. At first, it started slowly in 2007 with its grocery delivery program called AmazonFresh. But now, Amazon is making a full-throated declaration of its intentions for the food industry with a multi-pronged approach: In addition to AmazonFresh, the company is also competing in the restaurant delivery and meal kit space. And just in case the company wasn't busy enough, the online retail giant has also launched its own line of Wickedly Prime snack foods.
amazon/youtube
by 2025, online grocery shopping could reach $100 billion annually. 
Amazon Grocery
Evann Lockhart/Thrillist
Amazon has the advantage of being better-known and more powerful.
Shelving runs out in traditional retail but it's "virtually unlimited" online.
"I keep looking for signs of soul at Amazon."
"Are we going to trade a future of well-being for this instant gratification?"

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