Grocery delivery company Instacart announced today that its partnership with Amazon-owned Whole Foods is coming to an end. Instacart was in the midst of a five-year deal signed in 2016 that established the company as Whole Foods’ exclusive delivery carrier, but the deal became complicated when Amazon acquired Whole Foods in 2017. The details of how the contract was ended are unclear, but it makes sense that Amazon would now want to deliver its own groceries through its own Prime Now and AmazonFresh services.
The tension between Instacart and Amazon has been brewing since the acquisition. Last month, it was reported by Business Insider that it was cheaper to order Whole Foods delivery through Instacart than Amazon, after Instacart quietly...
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