The acquisition of Whole Foods Market was just the beginning: according to The Wall Street Journal, Amazon will be doubling down on the grocery business by opening dozens of new stores throughout the US, which may or may not carry the online retailer’s name. The first store will reportedly debut in Los Angeles as soon as this year and be distinct from Whole Foods, offering a larger variety of food. Whole Foods is limited to the types of items it can carry because of its quality standards and commitment to natural ingredients. A different store aimed more at mainstream customers could carry items from the biggest brands and could compete directly with big-box stores like Walmart, Target, and regional grocers. The new stores are planned to be about 35,000 square feet, which is typically smaller than a traditional grocery store, according to the report.