Although Amazon’s third Prime Day has a ton of deals on nearly every product segment, the July 11 virtual event is focusing heavily on the grocery market. With deals on ice cream, sparkling water, fruits and even alcohol, Prime Day 2017 in at least 30 U.S. cities appear to be testing grounds for Amazon’s One-hour and Two-hour delivery services.

Analysts are already saying that Amazon can leverage the interest that’s been generated around the bid to acquire Whole Foods. Service offerings like Prime Pantry and AmazonFresh could get a boost this year if Amazon plays it right, they say.

Prime Now, which is Amazon’s same-day delivery initiative, is already offering great deals on free two-hour delivery ahead of July 11.

It’s quite possible that Amazon will go heavy on groceries this year during the 30-hour Prime Day event. This $800 billion segment has been on Amazon’s mind for the past ten years or more, but it has barely scratched the surface in all that time.

This year, the company big push on groceries is imminent, more so because of their recent expansion drive for more fulfillment centers than because of the Whole Foods deal.

There is also strong speculation that Wal-Mart and other brick and mortar retailers will counter Amazon’s Prime Day with deals and offers of their own. Wal-Mart is already focusing deep on its e-commerce capabilities under the leadership of founder Marc Lore and has shown some significant gains over recent quarters.

Another head-to-head segment for Amazon and Wal-Mart is private-label fashion brands. Amazon is strong in this area but Wal-Mart has been making some acquisitions of its own to strengthen this part of its business.

Analysts are also saying that other brick and mortar retailers should closely watch Amazon’s moves leading up to Prime Day, to see what new categories the e-commerce leader will extend its influence into.

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