is ubs managing director eric sheridan and on the phone, raymond james senior internet analyst aaron kesslerntlemen, welcome to you both you both cover amazon, so i'll start with you, eric what message is amazon sending with this purchase of whole foods? >> this is another step in the evolution of amazon. amazon has always struggled in some of the categories that under index to e-commerce, groceries, consumer packaged goods and apparel. we think this move today moves them well far ahead in the grocery space. amazon fresh has had a slow rollout over the last couple years, yet as we talked about earlier on the earlier panel, it is the largest share of wallet for u.s. consumers so this lines up very well with their prime strategy, very well with expanding category, very well with expanding their wallet share of consumer homes. >> so pretty bullish aaron, let me ask you, you know, whole foods wasn't doing all that great recently as a public company. it was trying to shake that whole paycheck kind of image and amazon fresh in itself was having struggles penetrating the online grocery category. wh