Echos at Whole Foods

I visited Whole Foods yesterday and saw Echos in a lock case being sold. I’ve seen Echos before at the store but it throws me off every time. Here are some reasons:

• It’s not food
• No other tech is sold there
• Whole Foods isn’t branded Amazon… yet
• You can’t order from Whole Foods from the Echo (at least without some intermediary Skill)
• The lock case, at least at the store I was at, seems off brand to the rest of the store (not much else is under lock and key)

This seems like a short term minded approach to drive sales of the Echo. Better to focus on building a compelling case why the Echo should be in a Whole Foods store.