This is why Amazon's purchase of WF's was such a huge move in the grocery retail industry.  Amazon's strategy is to fight on price and convenience and they have now addressed the price issue.  The distribution they bought will allow the Amazon Fresh market to take off.  Grocery was a huge category that had not moved from brick and mortar to online.  This is a huge step in that direction.  Groceries will be as convenient to buy online as electronics and entertainment.