Amazon already owns a food supply/delivery business with Amazon Fresh in certain markets in the US.  Amazon is way more than just an e-commerce company. It is already the worlds largest supplier of cloud infrastructure (Amazon Web Services), run a search engine company (A9), runs a TV/film studio (Amazon Studios), runs a video streaming service with original programming (Amazon Prime), develops hardware (Fire, Echo, Kindle). They are a huge conglomerate at this point looking to diversify and create synergy across its companies.  It is extremely naive to think of Amazon as just a retailer, they are a pervasive and very smart company. This acquisition actually makes a lot of sense as they are purchasing an already valuable brand in the eyes of their target market.