According to pricing data collected by Bloomberg from before and after the acquisition, many products around the store had their prices cut by double-digit percentages with some dropping by as much as 43 percent.
The tech giant's $US13.7 billion purchase of Whole Foods has sent shock waves through the already changing $US800 billion supermarket industry. But under Amazon, those stores will be turned into warehouses that can distribute groceries to homes around the country.
Wal-Mart, the world's biggest retailer, has already invested billions into lowering prices across the board over the past year or so, and has revamped the produce section at its USA stores, improving sight lines, adding more fresh-cut fruits and even creating a sweeter bespoke cantaloupe.
This is just the beginning Amazon and Whole Foods Market plan to offer more in-store benefits and lower prices for customers over time as the two companies integrate logistics and point-of-sale and merchandising systems.
"I noticed immediately that prices had gone down", said Jon Adams, a Poughkeepsie resident who often visits the Whole Foods location at Colonie Center.
"The traditional supermarket is becoming a dinosaur", Livingston said.
"Generally Whole Foods goes into markets with six-figure incomes and college-educated residents".
"We're determined to make healthy and organic food affordable for everyone", said Wilke.
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As consumers grow more comfortable doing their grocery shopping online, Amazon is hoping that Whole Foods customers will become Amazon Prime customers.
"Just bringing it to price parity doesn't necessarily mean you're going to win [shoppers] back", Feldman said. Whole Foods, which started in Austin, Texas in 1980, operates 468 stores in North America and the United Kingdom. The bank's price target of $1,150 is roughly 21% above where Amazon shares were trading mid-morning in NY. Organic rotisserie chicken is now $9.99, four dollars less than before the takeover.
Yet, perhaps the biggest sign that Amazon has moved in: Whole Foods is now selling gadgets.
INSIDER took photos inside a newly-changed Whole Foods.
Whole Foods has rolled out a loyalty program at its smaller, lower-priced 365 by Whole Foods chain, which offers members 10% off more than 100 items in the stores. But the strategy aligns with Amazon's tendency to leverage its loyal customer base, said Joseph Feldman, senior managing director at Telsey Advisory Group.
As Amazon invests in technology and reconfigures staff to make Whole Foods more efficient, operating margins could be pushed down initially.
Whole Foods Market will continue to grow its team and create jobs in local communities as it opens new stores, hires new team members, and expands its support of local farmers and artisans.