Looking back, it’s hard to fault Amazon for starting with books. They’re easy to shop for, and pretty simple to pack and ship. But books have some limitations. Not everyone reads them. They can be endlessly shared. And they have a shelf life of forever. Over the years, Amazon has expanded into just about every other product category. And with its acquisition of Whole Foods, Amazon is going after the big prize: Groceries. And the company might just be perfectly positioned to anchor themselves at the base of Maslow’s hierarchy of needs. “More than 40¢ of every dollar consumers spend on the Internet already goes to Amazon—an astonishing sum. And yet it appears Bezos is not satisfied leaving behind the roughly 85% of retail that still happens in brick-and-mortar stores. For the CEO, owning our digital lives is not enough. By attempting to seamlessly link both realms, Amazon has the potential to be part of every single purchase we make.” Beth Kowitt in Fortune: How Amazon Is Using Whole Foods in a Bid for Total Retail Domination.