Amazon Escalates Grocery Wars With Whole Foods Price Cuts On Hundreds Of Items

Amazon is cutting prices on more than 500 items at Whole Foods stores, in what the e-Commerce giant describes as its “biggest investment” in lowering prices to date. Whole Foods customers will save an average of 20% on the new reduced-priced items, according to a company statement.

In addition to the price cuts, Whole Foods is adding more perks for Prime members. They now qualify for two-hour delivery at Whole Foods, can use Alexa to add groceries to their Prime Now cart and can arrange for grocery pickup within 30 minutes at some locations. Prime members already received an additional 10% discount on hundreds of sale items and weekly discounts,and 5% cash back when they used Amazon’s Visa rewards card in stores.

“This is widely being planned as an attempt to reshape Whole Foods’ high-cost image,” said Jon Reily, VP, Global Commerce Strategy Lead at Publicis Sapient in commentary provided to Retail TouchPoints. “However, I see it as a shot across the bow of Aldi and Walmart to say ‘we are safe in our own space, now we are coming…