Amazon to cut prices on hundreds of Whole Foods items this week

Whole Foods Cuts Prices as Amazon Extends Imprint on ChainMore

This is the third time Amazon has cut prices at the organic grocer.

While the discounts will be available for all shoppers, Amazon said its Prime members can expect to save an additional 10 percent off of sales items.

Some Whole Foods workers will work overnight on Tuesday and early on Wednesday morning to switch signs to reflect the lower prices, the Wall Street Journal reported. Customers will save an average of 20% on the new reduced priced items.

Whole Foods Market says it will lower prices on hundreds of grocery items this week, the latest effort to reshape the grocer's pricey image under Amazon.com Inc.

"The standards for how our products are sourced, grown and produced are powerful and set Whole Foods Market apart from the competition", founder and CEO John Mackey said in a statement.

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Prices on hundreds of items will be lowered with a focus on produce and meat.

For example, the price of organic strawberries will drop by $2 to $2.99 per pound and the price of spiral-sliced ham will drop to $3.99 per pound, a savings of at least 33 percent.

"Amazon's plans to cut prices on hundreds of products at Whole Foods, as well as offer expanded benefits to its Prime members, recognizes the cutthroat competitive landscape in food retailing, led by Walmart's relentless push to continue expanding its leading market position in the segment", Moody's O'Shea said.

Those stores could also help Amazon court shoppers beyond Whole Foods' wealthy customer base. New members can try Prime free for 30 days.

The WSJ previously reported last month that Amazon is preparing to launch dozens of grocery stores across multiple large US cities, separate from its Whole Foods chain.

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