Amazon.com made clear from the outset of its acquisition of Whole Foods that it planned to lower the chain’s prices. Whole Foods has used the publicity around its lower prices to attract customers from a wide variety of rivals. But are Whole Foods’ lower prices legit? Is it really time to retire its “Whole Paycheck” label or does it still apply?

John Mackey, co-founder and CEO of Whole Foods, recently told Food Business News that Amazon has saved the grocery chain from the “trap” of its high-priced reputation.

Mr. Mackey said Whole Foods has “embraced” Amazon’s pricing narrative, but that speculation by analysts and press reports have fueled the perception that it is now a lot cheaper to shop at the chain’s stores. On its first day under the Amazon umbrella, Whole Foods’ 57th Street store in Manhattan reduced its prices on organic Fuji apples, baby kale, 365 Everyday Value…