That's correct. Amazon's acquisition of Whole Foods was primarily driven by the desire to obtain valuable data on consumer shopping habits. By integrating Whole Foods' customer loyalty program and point-of-sale systems with its existing data infrastructure, Amazon gained access to a wealth of information on what products customers were buying, how often they were shopping, and how much they were spending. This data has been instrumental in helping Amazon improve its product offerings, personalize customer experiences, and optimize its supply chain.