The Amazon-Whole Foods deal is less about stores and more about data, says data scientist

How the Amazon-Whole Foods deal may stock your refrigerator, and compete against meal delivery

Ambient e-commerce is something Instacart, one of Amazon's competitors in the grocery space, is already working toward. "We're really deep into the consumer data, because we have a direct relationship with the consumer," Jeremy Stanley, vice president of data science for Instacart, told CNBC.