Amazon Slashes Prices on Hundreds of Products at Whole Foods

Whole Foods Market said it would lower prices by an average of 20% on hundreds of items and expand Prime benefits with more weekly deals on popular products across store departments beginning this week. The investment marks the third round of price cuts since Amazon took over Whole Foods in September 2017.

The price cuts will emphasize Whole Foods’ peak-of-season produce selection, including greens, tomatoes and tropical fruits. For example, the retailer will offer large yellow mangoes for $1 each, mixed-medley cherry tomatoes for $3.49 per 12-ounce package, and organic bunched rainbow chard for $1.99 each.

Whole Foods co-founder and CEO John Mackey said the company, with Amazon, plans to continue lowering prices in the future to build on the momentum it has seen from past price investments.

“The standards for how our products are sourced, grown and produced are powerful and set Whole Foods Market apart from the competition,” Mackey said in a statement. “We will continue to focus on both lowering prices and bringing customers the quality they trust and the innovative assortment they expect from our brand.”

Whole Foods said it would also offer Prime members double the number of exclusive weekly deals and deeper discounts. In addition, customers who try Prime can get $10 off a $20 purchase in-store through the end of April when they try Prime at amazon.com/WholeFoods10. New members can also try Prime free for 30 days.

In an effort to mend the “Whole Paycheck” reputation and make Whole Foods more accessible to the average consumer, Amazon has lowered prices on hundreds of items in Whole Foods stores since it acquired the company in 2017. The company said customers can expect more than 300 Prime member deals on popular seasonal items over the next few months.

Whole Foods Market standards prohibit more than 100 preservatives, flavors, colors and other ingredients commonly found in food, including high fructose corn syrup and hydrogenated fats. The retailer does not allow any antibiotics or added hormones in its meat products, and all seafood is either sustainable wild-caught or responsibly farmed, which prohibits the use of antibiotics and added growth hormones in feed and minimizes environmental impact.

“When Whole Foods Market joined the Amazon family, we set out to make healthy and organic food more accessible. Over the last year, we’ve been working together tirelessly to pass on savings to customers,” said Jeff Wilke, CEO of Amazon Worldwide Consumer, in a statement. “Every time a customer walks into a Whole Foods Market, they expect and trust industry-leading quality standards across aisles. And now they will experience that same Whole Foods Market quality with even more savings across departments.”

Prime member deals in April that will rotate on a weekly basis include: