Whole Foods cuts prices in latest move under Amazon ownership

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Ever since Amazon bought Whole Foods, the grocery chain has been locked in a struggle between embracing its original "Whole Paycheck" identity and discovering a new, slightly more affordable one.

Some Whole Foods employees are scheduled to work overnight Tuesday and early-morning shifts on Wednesday to switch out tags to reflect the new prices and to hang orange signs promoting them, the newspaper reported.

In an effort to attract new shoppers, Whole Foods Market - which was bought by Amazon almost two years ago - is slashing its prices by about 20 percent on hundreds of items starting Wednesday, the grocer announced. Mangoes, for example, are now a $1 each, and organic bunched yellow chard will run you $1.99.

Additionally - surprise, surprise - Amazon will also be boosting the number of Prime member deals as part of its strategy to have customers pay their way to eternal brand loyalty.

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The latest news marks the third round of price reductions since the Seattle-based tech company purchased Austin's homegrown grocer in August 2017. Last November, Whole Foods also announced cuts and has since offered discounts and delivery perks to 100 million Amazon Prime members. "Over the past year, we've been working together tirelessly to pass on savings to customers", said Jeff Wilke, CEO of Amazon Worldwide Consumer.

Prices on more than 500 items ranging from sliced ham to "peak-of-season" produce are set to drop at Whole Foods locations nationwide on Wednesday, the company announced on Monday. "Every time a customer walks into a Whole Foods Market, they expect and trust industry-leading quality standards across aisles".

Mackey added that the company will continue to focus on lowering prices. "But they'll still pay from $1,500 to $2,000 a year more than shoppers who got the same products at competitors such as Costco, HEB, Kroger, Wegmans, or WinCo".

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