The brand says customers will save an average of 20 percent on groceries

By Rachel DeSantis
April 02, 2019 11:08 AM

Whole Foods is pushing back prices once again.

The supermarket chain, which was purchased by Amazon in August 2017, announced that starting Wednesday, customers would see slashed prices on various items, saving them an average of 20 percent.

“The standards for how our products are sourced, grown and produced are powerful and set Whole Foods Market apart from the competition,” founder and CEO John Mackey said in a statement. “We will continue to focus on both lowering prices and bringing customers the quality they trust and the innovative assortment they expect from our brand.”

The company said the price cuts would impact hundreds of items with a focus on “peak-of-season produce” like greens, tomatoes and tropical fruits like mangoes, which will now go for $1 apiece.

Whole Foods will also offer special benefits for Amazon Prime members in the form of more than 300 deals that’ll rotate on a weekly basis.

Various April deals include 35 percent off all Justin’s brand products, 20 percent off prepared sandwiches and wraps, and $2 off per pound of organic strawberries.

Whole Foods
Reusable shopping bag with logo at Whole Foods Market grocery store in Dublin, California, June 16, 2017. On June 16, 2017, Amazon.com announced that it would acquire the upscale grocery chain. (Photo via Smith Collection/Gado/Getty Images).

The company has already implemented other Prime perks, like two-hour grocery delivery in more than 60 cities, grocery pickup in as little as half an hour and the ability to add groceries to carts via Alexa.

In June, Whole Foods announced Prime members would start receiving an additional ten percent off sale items.

Michael Brochstein/SOPA Images/LightRocket/Getty

RELATED: Amazon Prime Members Can Now Get Big Discounts at Whole Foods Nationwide

If you’re not a Prime customer, you can sign up for a 30-day trial membership at amazon.com/WholeFoods10 starting Wednesday, and get $10 off a $20 in-store purchase through the end of the month.

The slashing of prices comes in addition to cuts already made by the Amazon-Whole Foods merger, as Bloomberg reported in August 2017 that Amazon cut prices as much as 43 percent after the sale on items like avocados.

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