Amazon.com’s plan to buy Whole Foods Market Inc. sparked an avalanche of discussion about how the online retail giant could transform the U.S. grocery industry in the years ahead.

But Amazon’s $13.7-billion deal might not be the last word on the merger itself.

Wall Street signaled Monday that it expects a rival offer for Whole Foods to surface, and many industry and merger experts agreed.

“Highly likely,” said Lloyd Greif, whose investment firm Greif & Co. specializes in mergers and acquisitions but isn’t involved with Whole Foods. Amazon “didn’t put this out of reach for everybody else” in terms of price, he said.

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