That's correct. By acquiring Whole Foods, Amazon gains access to valuable data on customers' shopping habits, including what they buy, when they buy it, and how much they spend. This data can then be used to personalize the shopping experience for customers, offer targeted discounts and promotions, and develop new products and services that meet the needs of shoppers. Additionally, Amazon can use this data to gain insights into consumer behavior and trends, which can inform its broader e-commerce strategy.