Amazon keeps on cutting prices at Whole Foods

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Amazon  has said it will be making more price discounts at Whole Foods in time for Thanksgiving in the USA. The latest price cuts are part of Amazon’s integration of the Whole Foods brand into the Amazon Fresh and Amazon Pantry brands where the focus is very much keenly focussed on cost.

New lower prices on best-selling grocery items and holiday staples at Whole Foods Market stores, including a new lower price on organic and no antibiotic turkeys for all customers, and even deeper discounts on organic and no antibiotic turkeys for Prime members, are on offer. These changes are a sneak preview of the special savings and in-store benefits Prime members can expect when Prime becomes the official rewards programme of Whole Foods Market.

All customers will be able to purchase select organic ($3.49/lb) and no antibiotic ($2.49/lb) turkeys at reduced prices, and just in time for Thanksgiving, Prime members will save even more on turkeys ($2.99/lb organic/$1.99/lb no antibiotic), while supplies last.

John Mackey is the Whole Foods co-founder and CEO: “These are the latest new lower prices in our ongoing integration and innovation with Amazon, and we’re just getting started. In the few months we’ve been working together, our partnership has proven to be a great fit. We’ll continue to work closely together to ensure we’re consistently surprising and delighting our customers while moving toward our goal of reaching more people with Whole Foods Market’s high-quality, natural, and organic food.”

The big questions surround how Amazon will eventually integrate Whole Foods with its Amazon Fresh and Amazon Pantry services. And how Prime will slot into it all. The US network of stores (there are only 7 in the UK) could easily form a nexus for grocery delivery and clearly price reduction there is part of the strategy of keeping them relevant. Previously Whole Foods has had a reputation for being rather expensive.

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