Whole Foods just got a whole lot cheaper

Image Whole Foods Market | Plymouth Meeting PA Store

New prices were unveiled as the $13.7 billion deal closed Monday. Barclays Research called the price cuts "PR at its best", adding that while they "believe Amazon will undoubtedly make Whole Foods a more competitive format over time - the price cuts account for less than 1% of total SKUs in Whole Foods stores".

For the many shoppers of Whole Foods, myself included, this acquisition should be a good move.

Amazon Go is a technology play in motion and I expected more to follow.

"It's nearly as if they don't take (it) seriously or don't think it will be real - and it will be very real in the next couple of years".

In this system, shoppers could order brand-name items and non-organic things through amazon.com.

Amazon said those changes were just the beginning, but didn't give details on what more is coming.

Whole Foods will also offer Amazon package pickups and returns inside the stores. That could include an expansion of ready-to-cook meal packages it's been testing in selected markets, including Seattle. The combined companies" aggressive plans are certainly a voice that there is now a "click & mortar' competitor to be reckoned with for both convenience store and grocery retailers. "Whole Foods has built a brand around trust through its organic-only offerings and transparent product content, and Amazon is now taking advantage of this loyal customer base".

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But a closer look at a broader set of products suggest the discounts are still modest, according to Gordon Haskett analyst Charles Grom. At the bottom of the sign were the two logos, together at last: Whole Foods + Amazon.

"Whole Foods is already marked up quite high", he said.

"It's been our mission for 39 years at Whole Foods Market to bring the highest quality food to our customers", John Mackey, Whole Foods Market co-founder and CEO, said in a statement.

Shares of supermarkets took a hit when the deal was announced in June, and again when Amazon said last week that it planned to cut prices at Whole Foods. For nondairy drinkers, almond milk's price dropped from $3.99 per half gallon to $2.99 per half gallon.

- A dozen large organic eggs were $3.99, down 7 percent from $4.29 on Friday.

Yesterday, organic bananas were $0.99 per pound.

The price of organic avocados from Peru declined 26 percent to $1.99 at Whole Foods, or 20 percent less than Kroger's competing product. The Atlantic salmon filets are now $9.99, which is down 29 percent.

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