Amazon primed for merger battle

The proposed $13.7 billion merger of Amazon and Whole Foods is primed to set off a massive lobbying effort in Washington. Amazon has been moving into new markets and seeking ways to deliver products faster to customers, including a drone fleet for local deliveries, making the Whole Foods deal just the latest example of its growing ambitions. Some industry analysts say the deal should face a relatively smooth path to federal approval because Whole Foods only represents a 1.2 percent share of the $800 billion grocery market, while Amazon only has a 0.2 percent share. Under antitrust law, regulators examine whether a deal would eliminate competition and whether consumers, through price changes and other factors, would be harmed. Amazon, which serves as both a traditional retail outlet and a platform for other sellers, has metrics more complex than just any other store.