Amazon’s (AMZN, $1,818.86) struggles to attract Prime members into Whole Foods
In 2017, Amazon bought Whole Foods for nearly $14 billion in anticipation of turning shoppers into Prime members, along with gaining entry into the $860 billion U.S. grocery industry.
Now the e-commerce giant is struggling to convince its Prime members to shop at Whole Foods, even after offering an extra discount on sale items exclusively for Prime shoppers along with splashy discounts on items like salmon and avocados.
But despite these steps, only 18% of Prime members shop at Whole Foods and 70% Prime members never step into a Whole Foods.
The major reason for this is Whole Foods’ high prices, as cheap natural foods have now gone mainstream and are available at much lower price at rival supermarkets.
Taking the cue from Whole Foods, other grocers like Kroger (KR), Albertsons and Aldi have also expanded their organic aisle but when it comes to price they are generally cheaper than Whole Foods. Kroger's Simple Truth grew 15% last year and is now a $2.3 billion brand. While Aldi, which already has more than 1,800 stores across U.S., plans to expand its fresh food selection by 40%.
Prices of Whole Foods are also ticking back up as analysts report that Whole Foods raised prices from 10 cents to several dollars on hundreds of products and price of a basket of 60 items have gone up 15% than traditional grocery stores in March.
As such, Amazon is likely to lower prices again on hundreds of items at Whole Foods and will double the number of weekly deals for Prime members. Mostly focused on produce, the cuts will be effective starting Wednesday.
AMZN in +0.53% Uptrend, advancing for three consecutive days on March 10, 2026
Moving higher for three straight days is viewed as a bullish sign. Keep an eye on this stock for future growth. Considering data from situations where AMZN advanced for three days, in of 329 cases, the price rose further within the following month. The odds of a continued upward trend are .
Technical Analysis (Indicators)
Bullish Trend Analysis
The RSI Indicator points to a transition from a downward trend to an upward trend -- in cases where AMZN's RSI Indicator exited the oversold zone, of 22 resulted in an increase in price. Tickeron's analysis proposes that the odds of a continued upward trend are .
The Moving Average Convergence Divergence (MACD) for AMZN just turned positive on February 25, 2026. Looking at past instances where AMZN's MACD turned positive, the stock continued to rise in of 55 cases over the following month. The odds of a continued upward trend are .
Bearish Trend Analysis
The Stochastic Oscillator may be shifting from an upward trend to a downward trend. In of 72 cases where AMZN's Stochastic Oscillator exited the overbought zone, the price fell further within the following month. The odds of a continued downward trend are .
The Momentum Indicator moved below the 0 level on March 13, 2026. You may want to consider selling the stock, shorting the stock, or exploring put options on AMZN as a result. In of 76 cases where the Momentum Indicator fell below 0, the stock fell further within the subsequent month. The odds of a continued downward trend are .
AMZN moved below its 50-day moving average on February 04, 2026 date and that indicates a change from an upward trend to a downward trend.
The 10-day moving average for AMZN crossed bearishly below the 50-day moving average on February 09, 2026. This indicates that the trend has shifted lower and could be considered a sell signal. In of 16 past instances when the 10-day crossed below the 50-day, the stock continued to move higher over the following month. The odds of a continued downward trend are .
The 50-day moving average for AMZN moved below the 200-day moving average on March 11, 2026. This could be a long-term bearish signal for the stock as the stock shifts to an downward trend.
Following a 3-day decline, the stock is projected to fall further. Considering past instances where AMZN declined for three days, the price rose further in of 62 cases within the following month. The odds of a continued downward trend are .
AMZN broke above its upper Bollinger Band on March 04, 2026. This could be a sign that the stock is set to drop as the stock moves back below the upper band and toward the middle band. You may want to consider selling the stock or exploring put options.
The Aroon Indicator for AMZN entered a downward trend on February 26, 2026. This could indicate a strong downward move is ahead for the stock. Traders may want to consider selling the stock or buying put options.
The Tickeron SMR rating for this company is (best 1 - 100 worst), indicating strong sales and a profitable business model. SMR (Sales, Margin, Return on Equity) rating is based on comparative analysis of weighted Sales, Income Margin and Return on Equity values compared against S&P 500 index constituents. The weighted SMR value is a proprietary formula developed by Tickeron and represents an overall profitability measure for a stock.
The Tickeron Seasonality Score of (best 1 - 100 worst) indicates that the company is fair valued in the industry. The Tickeron Seasonality score describes the variance of predictable price changes around the same period every calendar year. These changes can be tied to a specific month, quarter, holiday or vacation period, as well as a meteorological or growing season.
The Tickeron Price Growth Rating for this company is (best 1 - 100 worst), indicating steady price growth. AMZN’s price grows at a higher rate over the last 12 months as compared to S&P 500 index constituents.
The Tickeron Profit vs. Risk Rating rating for this company is (best 1 - 100 worst), indicating that the returns do not compensate for the risks. AMZN’s unstable profits reported over time resulted in significant Drawdowns within these last five years. A stable profit reduces stock drawdown and volatility. The average Profit vs. Risk Rating rating for the industry is 96, placing this stock better than average.
The Tickeron PE Growth Rating for this company is (best 1 - 100 worst), pointing to worse than average earnings growth. The PE Growth rating is based on a comparative analysis of stock PE ratio increase over the last 12 months compared against S&P 500 index constituents.
The Tickeron Valuation Rating of (best 1 - 100 worst) indicates that the company is slightly overvalued in the industry. This rating compares market capitalization estimated by our proprietary formula with the current market capitalization. This rating is based on the following metrics, as compared to industry averages: P/B Ratio (5.423) is normal, around the industry mean (92.925). P/E Ratio (28.964) is within average values for comparable stocks, (37.473). Projected Growth (PEG Ratio) (1.898) is also within normal values, averaging (2.813). Dividend Yield (0.000) settles around the average of (0.055) among similar stocks. P/S Ratio (3.136) is also within normal values, averaging (9.946).
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General Information
a provider of on-line retail shopping services
Industry InternetRetail
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