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Instacart is surviving the Amazon-Whole Foods deal just fine

Instacart CEO Apoorva Mehta (TechCrunch via Flickr CC)

When Amazon agreed to buy Whole Foods back in March, some viewed it as a death knell for grocery delivery unicorn Instacart (whose best known customer, at the time, was Whole Foods). We offered both a bull and a bear case — the former basically being that fear of the Bezos Borg would drive other grocers into Instacart's arms.

It seems the bull case was correct, as Instacart has been on a big customer acquisition spree. Two weeks ago it was Canadian chain Loblaw. Earlier this week it was U.S. giant Albertsons, which means Instacart is now partnered with five of North America's top six grocers. The only hold-out continues to be market leader Walmart, which seemingly would have the most to gain by taking some wind out of Amazon's sails.