UPDATED- Amazon.com Inc. (Nasdaq: AMZN), which has spent years experimenting with a wide array of delivery technologies from smart applications to flying drones, is poised to shake up the grocery delivery business with its upcoming $13.7 billion purchase of Whole Foods, a chain of markets that aim to sell the “highest quality natural and organic products available.” The deal could well trigger an explosion of M&A activity. In June, Nestlé USA has acquired a minority stake in online meal provider Freshly, which uses a subscription service model to cook meals and deliver them directly to consumers.

“Very often a given deal will ignite activity within a sector, and the Whole Foods deal is certainly likely to do that, at least in the grocery channel and perhaps in retail generally,” said Robert Profusek, a partner with Jones Day. “For many corporate actions, there are not equal and opposite, but exaggerated reactions, especially when the first action is taken by a disruptor.”

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