MarketWatch First Take: As Amazon goes big in brick and mortar, it has tech to fight the monster it created

As Amazon.com Inc. gears up for a much bigger brick-and-mortar retail presence with its $13.7 billion deal for Whole Foods Market Inc., it comes armed to fight the monster it created: online price comparisons.

The practice of using a smartphone to check for better prices, mostly on Amazon AMZN, +2.44% while in a physical retail store, has turned many brick-and-mortar stores — from booksellers, electronics stores to department stores — into showrooms for looking at products or trying them on in person, and then buying them online. It is also killing much of retail.

See also: What killed retail may also save it.

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