Motley Fool reports on an earnings call in which Amazon CFO Brian Olsavsky participated, discussing, among other things, the potential for new physical store formats beyond the Amazon Books and Whole Foods stores that the company currently operates.

“We think we'll also be developing new store formats and everything else just as we've talked about in the past with before Whole Foods, Amazon Bookstores, Amazon Go and the opportunity that technology presents … So we're experimenting with a lot of formats,” he said.

And, Olsavsky added, "I think over time, you'll see more cooperation and working together between AmazonFresh, Prime Now and Whole Foods, as we can explore different ways to serve the customer.”

KC's View: The key talking point here is that Amazon will do whatever it needs to do to serve the customer, and it starts from a position - because it has vast data about how customers shop and what they want and need - of strength.

The exploration will be swift and extensive. The competitive threat will be formidable.