Whole Foods to Cut Prices on Hundreds of Items Starting Wednesday

Customers shop for produce at a Whole Foods Market 365 location in Santa Monica, California.
Patrick T. Fallon | Bloomberg | Getty Images

Whole Foods will slash prices on hundreds of items starting Wednesday, extending its focus beyond enticing Prime shoppers.

The specialty grocer’s last major price cut for all customers was in November 2017. In the interim, it has been rolling out more perks catered to members of Amazon Prime, such as offering them an extra 10 percent off discounted products.

Amazon, which acquired Whole Foods in July 2017, had hoped to convert more Prime members into Whole Foods shoppers. The better Whole Foods is able to sync in-store shopping with Amazon Prime, the better it will be able to target its ads and promotions.

Prime’s ranks surpassed more than 100 million people last year. In addition to free two-day shipping and weekly Whole Foods deals, Amazon’s $119-a-year membership service offers streaming of music and movies and free two-hour delivery in certain ZIP codes.

Prime members now qualify for two-hour delivery at Whole Foods, they can use Alexa to add groceries to their Prime Now cart with their voice and arrange for grocery pick-up within 30 minutes at some locations.

The price cuts planned for Wednesday, however, extend beyond Amazon prime customers. Whole Foods will slash its prices on hundreds of products, with a focus on produce, such as greens, tomatoes and tropical fruits. Customers will save an average of 20 percent on the new reduced-price items.

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SOURCE: CNBC, by Lauren Hirsch