Whole Foods isn't enough. Amazon is opening (another) grocery chain.

The Wall Street Journal is reporting that Amazon is getting ready to open a new chain of grocery stores, smaller than traditional supermarkets and at a lower price point than its flagship Whole Foods. It's starting in Los Angeles, with expansion planned to Seattle, San Francisco, Chicago, and Philadelphia. These are expected to take aim at both traditional and smaller-format stores and place a strong emphasis on high-margin health-and-beauty-aid products.