Amazon Primes Whole Foods with 43% price cuts

On its first day at Whole Foods, Amazon slashed prices by 43 percent and offered Farm Fresh Picks of the Season – Echo and Echo Dot at $99.99 and $44.99.

In Los Angeles, boneless rib eye prices dropped to $13.99 from $16.99, in Chicago’s West Loop avocados prices were 20 percent cheaper. In Manhattan, Fuji Apples were reduced from $3.49 to $1.99. The move is expected to shake off Whole Foods’ ‘Whole Paycheck’ reputation. Rates were lowered on eggs, butter and salmon among staples.

Last week, Amazon indicated it was going to cut prices at Whole Foods. “Everybody should be able to eat Whole Foods Market quality,” Jeff Wilke, CEO Worldwide Consumer said.

Amazon plans to integrate its Prime membership program into the Whole Foods checkout process and place Amazon Lockers at some locations.