Hey Alexa, where are all the lower prices at Whole Foods?

Hey Alexa, where are all the lower prices at Whole Foods?

- in Business
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Three months after Amazon bought Whole Foods, promising lower prices and impending savings at the notoriously expensive supermarket, it’s time for a reality check. Frequent shoppers may have noticed that relatively few products are cheaper than they were before the takeover in August.

“I’m sure they’ll do better at some point, but right now, the only thing we buy that’s had a price change to our benefit is the organic avocados,” said Ken Lonyai, who shops at a Whole Foods in Clark, New Jersey. “For my family, nothing has really changed as a result of Amazon’s purchase.”

Several new surveys find that the price rollbacks have been very limited so far — both the number of products affected and the discounts offered — even after additional price cuts on some best-selling grocery items and holiday staples just before Thanksgiving.

“The media frenzy last summer after the takeover may have created a false impression of the extent of the reductions in shoppers’ minds,” said Edgar Dworsky, founder of Consumerworld.org. “The actual number of price cuts is so small that one has to question whether this was more of a publicity stunt than a true commitment to rolling back prices storewide.”




Image: Siggi's yogurts are seen with lower, Amazon prices on the shelves of Whole Foods.

Siggi’s yogurts are seen with lower, Amazon prices on the shelves of Whole Foods.