Whole Foods cuts prices as Amazon extends imprint on chain

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Whole Foods say that since the Amazon acquisition, customers saved hundreds of millions of dollars through price cuts and Prime member deals. Some specific items you can expect to save on in the near future: large yellow mangoes ($1 each), mixed-medley cherry tomatoes ($3.49 per 12-oz container), and organic bunched rainbow chard ($1.99 each).

In addition, Prime members will now save "more than ever" with double the number of exclusive weekly Prime Member deals in addition to deeper discounts. This marks the first big round of price cuts for all shoppers since November 2017, and we couldn't be more pumped.

Burt Flickinger III, managing director at Strategic Resource Group, a consulting company that specializes in retail and consumer products, and is based in NY, says his research into Whole Foods showed that the food retailer's prices had turned off so many shoppers that it was unable to sell produce at the same rate as competitors.

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Starting Wednesday through the end of April, customers who try Prime can get $10 off their $20 in-store purchase when they sign up at amazon.com/WholeFoods10 for a free, 30-day trial.

Whole Foods is fighting back against its nickname-"whole paycheck".

There have been price increases, too: The Wall Street Journal reported in February that rising costs for packaging, ingredients and transportation had pushed Whole Foods to increase prices on hundreds of items late previous year and early in 2019. Prime members can also receive an additional 10% off hundreds of sale items throughout the store. Prime member deals will include $2 off organic asparagus, at $2.99 a pound after the price cut, and organic strawberries for $2.99 per pound, or $2 less than they normally sell for. Whole Foods, which operates fewer than 500 stores, says the latest price cuts average about 20 per cent. "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".