Amazon cuts Whole Foods prices and sweetens deal for Prime members - again

A customer carries his Whole Foods Market bag

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Whole Foods Market - the non-GMO, organic mecca of food shoppers who aren't on a budget - has said that it will cut prices on hundreds of items throughout their stores, again.

Whole Foods, which operates fewer than 500 stores, says the latest price cuts average about 20 percent.

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.

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.

For instance, the grocer is lowering prices on organic asparagus ($2.99 per pound, a savings of $2) and organic strawberries ($2.99 per pound, a savings of $2), two foods that are are typically in surplus in the spring.

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In a press release issued Monday, Amazon mentioned several fresh items, including large yellow mangoes, $1 each; mixed-medley cherry tomatoes, $3.49 for 12 ounces; and organic rainbow chard, $1.99 per bunch.

Amazon said the price cuts will focus on produce, and that it plans to double the number of Prime member deals to 300 per store.

Amazon acquired Whole Foods in 2017 for $13.7 billion. And, to entice shoppers to become Prime members, customers can get a special $10 off a $20 purchase coupon with an offer found at starting Wednesday. This round includes an emphasis on reducing costs for meat and produce as well as a 20 percent discount on prepared sandwiches and wraps. New members can try Prime free for 30 days.

"Every time a customer walks into a Whole Foods Market, they expect and trust industry-leading quality standards across aisles", said Jeff Wilke, CEO of Amazon Worldwide Consumer, in a statement.

These price reductions will build on hundreds of lower prices that have been introduced to customers since the Amazon and Whole Foods Market merger, according to Whole Foods.

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