Amazon has tried to make a name for itself in the apparel business, and buying an established brand would be a way to acquire a lifestyle category, Forte said. Warby Parker and Lululemon could also give Amazon more physical stores, he said.
None of the firms above immediately responded to CNBC requests for comment.
To be sure, all these reports are just speculation, and before moving onto other projects Amazon may take its time to integrate Whole Foods. The deal is Amazon’s largest to date, 14 times larger than the e-commerce giant’s purchase of video game streaming platform Twitch in 2014.
— CNBC’s Matthew Belvedere, Lauren Thomas and Abigail Summerville contributed to this report.