Amazon not really disrupting grocery?

I wrote this 2 years ago in my book Surviving Digital Disruption.

But the doomsday scenario hasn’t happened.

Voice won’t disrupt most grocery items.

Dash is not mainstream.

Drones in the west are stuck in aviation regulations.

Own label hasn’t hurt a single category (though Duracell should worry).

Why?

Because Amazon has yet to clearly communicate how to grocery shop with them. I’m confused by Fresh and Prime and Subscribe and Now and Pantry. Explain to me “Amazon Food” as one concept and you will disrupt.