Amazon is set to lower prices at Whole Foods – for the third time.
The e-commerce giant, which acquired grocery chain Whole Foods in 2017, will slash prices of fresh produce by an average of about -20%.
The move seems to be part of Amazon’s burgeoning ambitions in the grocery space. Organic asparagus, organic strawberries, spiral sliced ham and prepared sandwiches are some of the items expected to undergo price cuts. "The standards for how our products are sourced, grown and produced are powerful and set Whole Foods Market apart from the competition. 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," said John Mackey, Whole Foods Market co-founder and CEO.
In what could be yet another ammo against established giants Walmart and Kroger, Amazon is reportedly planning to launch a whole new grocery chain by the end of the year.