Amazon slashing prices at Whole Foods this week

Amazon lowers price on hundreds of Whole Foods items to recast image

"Whole Foods Market continues to maintain the high quality standards that we've championed for almost 40 years and, with Amazon, we will lower more prices in the future", said John Mackey, Whole Foods Market co-founder and CEO, in a company statement. Soon after acquiring the grocer, Amazon introduced a preliminary round of price cuts, part of a bid to change the perception of the high-end grocer nicknamed "Whole Paycheck".

Amazon said these deals would be available to all shoppers, not just Amazon Prime members, who are offered additional savings on Whole Foods goods.

The price cuts-which are set to drop at Whole Foods stores on Wednesday-are some of the broadest since Amazon bought the Austin-based grocer for almost $14 billion in 2017, according to The Wall Street Journal. "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".

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Various April deals include 35 percent off all Justin's brand products, 20 percent off prepared sandwiches and wraps, and $2 off per pound of organic strawberries. On Wednesday, the retailer announced that it's slashing prices on hundreds of store items. Whole Foods may be focusing on discounting fresh items now to improve turnover and reduce its own food waste, he says. In the following months, Whole Foods plans to release over 300 Prime member deals on some of their most popular seasonal items. The company cut prices on grocery store staple items like fruit and dairy and said Wednesday's price reductions represent the third round of price cuts since the acquisition.

Current Prime members and shoppers can find a current list of deals here, plus information on how to use Prime to cash in on the new price cuts.

Amazon acquired Whole Foods in an effort to catch Walmart Inc., Kroger Co. and Costco Wholesale Corp.in grocery sales.

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