Amazon's plan to enter the brick-and-mortar supermarket business appears to be a move to target more price-conscious consumers compared to Amazon's Whole Foods chain. The Wall Street Journal reports the new chain will look more like a traditional supermarket.

Amazon is seeking to launch the business separate from Whole Foods and it's Amazon Go stores, but a name of the new chain has not been announced. The company has signed leases on space in reportedly three locations and may also acquire regional grocery stores to enter the market quickly. Amazon is currently evaluating opening dozens of the stores across the U.S. with the first potentially opening in Los Angeles. Amazon supermarkets aimed at mainstream customers could also compete directly with Amazon's competitors, such as Walmart and Target. The company has not yet commented on the report.

Source;  NAFB News