Amazon cuts Whole Foods prices and sweetens deal for Prime members - again

A customer carries his Whole Foods Market bag

Prime member deals will include $2 off organic asparagus, at $2.99 a pound after the price cut, and organic strawberries for $2.99 per pound, or $2 less than they normally sell for.

Consumers can certainly save by taking advantage of these new Whole Foods prices, but smart shoppers don't buy everything there, he says.

Beginning Wednesday, Whole Foods said customers will find lower prices on hundreds of items throughout the store with an emphasis on seasonal produce, including greens, tomatoes, tropical fruits and more.

"The standards for how our products are sourced, grown and produced are powerful and set Whole Foods Market apart from the competition", said John Mackey, Whole Foods Market co-founder, and CEO.

Most of the cost cutting will be in the produce category, including mangoes for $1 each and a bunch of rainbow chard for $1.99 each.

Amazon is lowering prices at Whole Foods Market and will offer even more savings for Prime members starting Wednesday. In April, for example, this means weekly deals on everything from whole, antibiotic-free chickens ($1.79 per pound) to 35 percent off Justin's brand products. Amazon, which bought Whole Foods for nearly $14 billion in 2017, previously had boosted prices earlier this year because of inflation.

Amazon acquired Whole Foods in 2017 for $13.7 billion. "Over the past year, we've been working together tirelessly to pass on savings to customers", Jeff Wilke, CEO of Amazon Worldwide Consumer said in a statement. Customers will save an average of 20% on the new reduced priced items.

The price cuts-which are set to drop at Whole Foods stores on Wednesday-are some of the broadest since Amazon bought the Austin-based grocer for almost $14 billion in 2017, according to The Wall Street Journal. The newspaper also reported the news of the current price cuts earlier Monday.

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