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Whole Foods Faces New Competition: Amazon.com

Austin natural and organic products retailer Whole Foods has just gotten a formidable new competitor: online retailer Amazon.com. According to reports today, Amazon has just put up a new, e-commerce site called Vine.com, which will only feature eco-friendly, renewable, organic, green products -- exactly the set of products offered through Whole Foods. The new Amazon venture is part of Amazon's Quidsi unit, which also runs such sites as Diapers.com and Wag.com. Vine.com offers up grocery and household products, in addition to other natural, organic, and environmentally friendly products.