Amazon and Whole Foods wanted to introduce their partnership. But we needed a way to convince people that this was a better way to shop. The truth is that most people use their Echo as an expensive egg timer or music player. We needed people to make a new habit out of using Alexa to buy actual groceries, so we started first with an existing habit that everyone has – forgetting things at the store that they’ll need later. Instead of forgetting it and disappointing your future self, just add it to your cart.