A Whole Foods Market sign is seen outside the store as the company appointed five new directors to its board and replaced its chairman on May 10, 2017 in Miami, Florida. (Photo by Joe Raedle/Getty Images)

Whole Foods Market's stock prices rose 28 percent Friday following news that the online distributing giant Amazon was buying the grocery story for an estimated $13.7 billion. The acquisition is unlikely to lower consumer prices but will offer more opportunities for the expanding e-commerce business for fresh food.

"The brand is a good compliment to Amazon and would allow them to more aggressively target fresh food delivery to the at-home market," Darren Tristano, chief insights officer at Technomic, told CNBC Friday.

Amazon has dominated the industry of deliveries of online purchases. A report from Citi Research suggested that Wal-Mart was "best positioned" to take on Amazon in the growing industry, according to a report in March by CNBC. That same report suggested that Whole Foods was lagging at the bottom of the list for the online shopping.

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The e-commerce market is a booming business. A report by Food Marketing Institute and Nielsen released in January estimated consumers are going spend upwards of $100 billion on food-at-home items by 2025, growing the industry five-fold.

The statement on the company website said that Whole Foods Market will continue its Whole Foods Market brand that depends on vendors and partners around the world. John Mackey will remain as CEO of Whole Foods Market and Whole Foods Market’s headquarters will stay in Austin, Texas.

"This partnership presents an opportunity to maximize value for Whole Foods Market’s shareholders, while at the same time extending our mission and bringing the highest quality, experience, convenience and innovation to our customers," said Whole Foods Market co-founder and CEO John Mackey in a statement.

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Amazon has been a retail giant that's pioneered online services such as 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo and Alexa. Amazon founder and CEO Jeff Bezos had high praise for its new partners Whole Foods.

"Millions of people love Whole Foods Market because they offer the best natural and organic foods, and they make it fun to eat healthy," said Bezos on Friday. "Whole Foods Market has been satisfying, delighting and nourishing customers for nearly four decades – they’re doing an amazing job and we want that to continue."