In a move to extend quality delivery beyond Prime customers, Whole Foods plans to reduce costs of hundreds of its items with a focus on produce, such as greens, tomatoes and tropical fruits.
The grocer’s last major price cut for all customers was in 2017, while in 2018 it had been more focused on Amazon Prime members offering an additional 10% off on discounted items.
Amazon acquired Whole Foods in the summer of 2017 in anticipation of converting more Prime members to Whole Foods customers. Last year, Prime subscribers reached more than 100 million in number who could not only enjoy free two day shopping and weekly Whole Foods deals, but could also enjoy music and movie streaming services with Amazon’s $119 year membership.
But the latest development extends focus beyond the Prime members who can now save an average of 20% on the new reduced-price items.
But the grocer will continue to target Prime members and rumors have it that it will double the number of exclusive deals for Prime members. The company will also keep trying to attract more Amazon Prime members who can enjoy Prime free for 30 days.