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TechCrunch reports that Amazon is expanding even further into the supermarket business, as its Quidsi division relaunches its Vine website, which traditionally has focused on healthy and eco-friendly foods, as VineMarket, which also caters to the "roughly 15 million Americans suffering from food allergies, or those who have other restricted diets."

According to the story, "The new site has been redesigned specifically to allow shoppers to find and filter allergen-free products, that are not just peanut-free, but also dairy-free, tree nut-free, soy-free, gluten-free and more.

"Other sections cater to those with special diets, like kosher, vegan, or organic. The site also offers a set of guidelines to help them shop, which explain how product meet the company’s natural or organic criteria. In addition, none of VineMarket’s inventory will include specific Banned Ingredients, the company explains, meaning those with high fructose corn syrups, bleached or bromated flour, artificial fats, trans fats, artificial colors, artificial flavors, artificial sweeteners and preservatives; and more than 20 chemicals, heavy metals, animal byproducts, phthalates and parabens."

The Quidsi press release notes that "VineMarket.com customers can also look forward to a shared shopping cart with Diapers.com, Soap.com and wag.com," all of which it also owns, "as well as fast and free 1-2 day shipping on orders of $49 or more and 24/7 customer care."
KC's View:
The key learning here, I think, is the fact that e-tailers can segregate and categorize their sections much more easily than bricks-and-mortar retailers, and then target their promotions to appropriate customers who will find these offers to be relevant to their lifestyle choices.

This is a big deal, the strategic efficacy of which cannot be underestimated.

BTW … I think the next thing you'll see these e-tailers doing is creating "made in the USA" sections. It just makes sense at a time when this categorization seems to be gaining consumer currency.