Amazon's reported grocery plans could re-define what a 'store' is (AMZN)

Amazon is reportedly looking to expand its foothold in the grocery arena, according to The Wall Street Journal.
Word of Amazon's plans knocked down shares of grocery stores like Kroger, and have implications not only for traditional grocers, but for consumers.
Morgan Stanley analysts expect this push, if it comes to pass, "to change consumers' in-store shopping experiences and expectations" and "re-define what a 'store' is."
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Any investor could guess that Amazon's reporte