Whole Foods slashing prices, expanding Prime perks

Amazon-owned organic grocer is offering more deals to everyday shoppers and Prime members

Amazon's Whole Foods Market is rolling out a third round of price cuts and expanding its Prime membership perks.

As of April 3, prices on hundreds of items throughout the store will be lowered, with an emphasis on seasonal produce, including greens, tomatoes and tropical fruits. For example, large yellow mangoes will be US$1 each, mixed-medley cherry tomatoes will go for $3.49 per 12-ounce container, and organic bunched rainbow chard will cost $1.99 per bunch. Prices will be 20% lower on select items throughout the store.

Additionally, Prime members will be able to save more than ever before at Whole Foods with double the number of exclusive weekly deals and deeper discounts. Over the next few months, more than 300 Prime member deals will be available on popular items.

Exclusive Prime member deals in April that will rotate on a weekly basis include:

  • Organic asparagus: $2.99 per pound

  • Organic strawberries: $2.99 per pound

  • Fresh, sustainable wild-caught halibut fillet: $16.99 per pound

  • 35% off all Justin’s brand products

  • $20 off Vega One Organic Shakes (24.3 to 26.9-ounce sizes only)

  • 40% off all Kite Hill plant-based products

  • 35% off all Epic brand products

  • 20% off prepared sandwiches and wraps

Prime members will also be able to receive an additional 10% off hundreds of sale items throughout the store.

These price reductions follow the hundreds of lower prices introduced to shoppers since the Amazon-Whole Foods Market merger, ranging from Whole Trade organic bananas and Chobani yogurt to 365 Everyday Value Cage-Free Large Eggs.

“When Whole Foods Market joined the Amazon family, we set out to make healthy and organic food more accessible,” said Jeff Wilke, CEO of Amazon Worldwide Consumer, in a media release. “Every time a customer walks into a Whole Foods Market, they expect and trust industry-leading quality standards across aisles. And now they will experience that same Whole Foods Market quality with even more savings across departments.”

And, for the remainder of April, customers who sign up for Prime get a free 30-day trial and $10 off their $20 purchase in-store at Whole Foods.

Since Amazon and Whole Foods merged, the companies have launched exclusive Prime member savings of an additional 10% off hundreds of sale items throughout the store, plus up to 20 exclusive deals available weekly; two-hour delivery via Prime Now in more than 60 metro areas, and package pickup from Amazon Lockers.

A version of this article appeared at ProgressiveGrocer.com.

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