In 2009, Amazon noticed an up-and-coming online retail startup called Quidsi, which sold baby products on Diapers.com. Amazon sent an executive to have lunch with the Quidsi founders and offered to buy the company. The founders said no.[1440] But then Amazon started aggressively undercutting Diapers.com’s prices[1441] and rolling out a competing “Amazon Mom” program. It cost Amazon millions, but it ruined Quidsi, which was eventually forced to sell to Amazon at a steep discount.[1442] So it wasn’t all that surprising when Amazon aggressively entered the grocery market by buying Whole Foods
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