The deal to purchase Whole Foods Market (WFM) commits Amazon.com (AMZN) to evolutionary — not revolutionary — change in the grocery industry, and that may be great news for a company whose cutting-edge invisible bar codes are just a little ahead of their time.
On Monday, Needham & Co. analyst James Ricchiuti raised his price target on Digimarc (DMRC) to 42 from 33, keeping a buy rating. Ricchiuti said Amazon's deal for Whole Foods presages "looming seismic changes in the grocery industry (that) have the potential to fast-track adoption of DMRC's technology."
Amazon's purchase of Whole Foods "could accelerate market adoption of DMRC's next-generation bar code technology," Ricchiuti says, by pressuring large grocery retailers to reduce their checkout lines to compete with Amazon and nudging producers of packaged goods to update their packaging for consumers.
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