TECH CRUNCH chronicles how much AmazonFresh, which delivers groceries to homes, has learned from the failed WebVan. For example, right now the location is restricted to dense urban areas. That makes the low-margin business more cost efficient. And it has robots working in the warehouse, which further keeps costs in line. Since few of us busy professionals enjoy shopping for food and more of us have returned to urban areas, AmazonFresh could disrupt this whole niche.
The gain for Amazon could be that this service becomes the platform for distribution of higher-margin goods and services. Those could be brought to your apartment, along with the lettuce.