Amazon is once again cutting prices at Whole Foods Market.
Amazon and Whole Foods are enacting the third round since Amazon purchased the specialty organic grocer in June 2017. The latest round of cuts comes amid intense competition in the grocery sector and the high-price image that still continues to plague Whole Foods. Customers will save an average of 20% on the new reduced priced items.
In addition to new lower prices on hundreds of items that start for all shoppers on Wednesday, April 3, Prime members will now have double the number of exclusive weekly Prime member deals and deeper discounts. Over the next few months, Whole Foods said it will roll out more than 300 Prime member deals on popular seasonal items.
“Whole Foods Market continues to maintain the high quality standards that we’ve championed for nearly 40 years and, with Amazon, we will lower more prices in the future, building on the positive momentum from previous price investments,” said John Mackey, Whole Foods Market co-founder and CEO. “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.”
Examples of exclusive Prime member deals in April that will rotate on a weekly basis include organic asparagus, organic strawberries, and spiral sliced ham. Prime members can also receive an additional 10% off hundreds of sale items throughout the store.
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.
Starting Wednesday through the end of April, customers who try Prime can get $10 off their $20 purchase in-store at Whole Foods Market. New members can try Prime free for 30 days.
Since Whole Foods Market joined Amazon the companies have launched exclusive Prime member savings, as well as two-hour delivery on Whole Foods groceries for Prime members in 60 metro areas, grocery pickup in as little as 30-minutes at select Whole Foods Market locations, shopping via the Alexa voice-activated digital assistant, and Amazon Lockers in Whole Foods Market stores.