The battle for in store grocery retail in the US provides us an interesting lens from which to explore key questions in considering diversification. Amazon is on the verge of out outpointing Walmart as the biggest revenue business in the US.But when you focus in on the grocery stores, a different picture emerges. Most analysts saw the acquisition of Whole Foods by Amazon as the game changer. Can Amazon win the bricks and mortar battle, or is it destined to be a bit player against the behemoth that is Walmart? And what can lessons can we take from this battle.