It has been seven years since Amazon acquired the American grocery chain Whole Foods Market, but from its perspective, it is still only scratching the surface of the grocery sector. However, at last week's Delivering the Future event in Nashville, Tennessee, the retail giant announced major plans to combine choice and convenience for its customers."The way we see it: It's still Day 1," stated Tony Hoggett, senior vice president of worldwide grocery stores at Amazon.As it stands, Amazon has a reported 6 per cent market share in the US grocery sector – its combined supermarket footprint includes Whole Foods Market, Amazon Fresh and AWS.A stagnant industry There has been significant innovation in the food and grocery retail supply chain yet it has rarely been deployed to revolutionise how everyday consumers shop.