Meanwhile, analysts have had their eyes on Amazon’s grocery game. In a December report, analysts at Cowen said they expected Amazon’s grocery presence to boom over the next few years. Analysts wrote that as shoppers buy more food and beverages online, and as Amazon expands it brick-and-mortar footprint, the company could pass Kroger and secure the No. 2 spot in national grocery sales, behind Walmart.

Amazon laid a foundation for its grocery strategy through Prime, Amazon Go stores and other grocery pick-up options. Then it bought Whole Foods and rose from 17th place in the U.S. food and beverage grocery market to sixth, according to Cowen. Amazon’s next act: a dual push in online grocery plus a wider brick-and-mortar fleet, Cowen’s analysts wrote at the time.

Brian Yarbrough, an analyst with Edward Jones, said the sweet spot for Amazon would be locking in shoppers who make basic purchases time and time again. And if Amazon can persuade those shoppers to buy new Prime memberships, they’ll keep building a loyal customer base that sustains itself on groceries.