Amazon and Walmart are battling on two of the largest, most habitual spending categories in the U.S. economy: grocery and healthcare. Rather than minimizing the complexity of physical retail, it is embracing it, layering services and experiences onto locations that already exist. Amazon Go and Amazon Fresh were conceived as showcases for Amazon’s technical and logistical capabilities. Amazon Fresh aimed to create a mass-market grocery chain tightly integrated with Prime, online ordering and dynamic pricing. Walmart’s stores, already destinations for weekly shopping, can become platforms for care, prescriptions and ongoing interaction.