Food & Drink

Whole Foods customers can anticipate lower prices with Amazon acquisition

Shoppers can find a wide variety of organic products at Whole Foods market in downtown Newark Credits: Kathryn Phelps
Whole Foods customers can anticipate a drop in prices as of Monday Credits: Kathryn Phelps
With Amazon's acquisition of Whole Foods, customers can look forward to lower prices Credits: Kathryn Phelps
Whole Foods promises lower prices on organic products throughout the store Credits: Kathryn Phelps

MORRISTOWN, NJ - Although Whole Foods has often been referred to as ‘Whole Paycheck’—a reference to what many say are the organic supermarket's outlandish prices—all that may soon be coming to an end.

With Amazon’s acquisition of Whole Foods Market official, the two companies say they plan on making the popular supermarket's natural and organic offerings more affordable, with an approximate price drop of about 15 to 20 percent on many items.

Whole Foods Market says it will now offer lower prices on a selection of popular grocery items across its stores, and the company promises more to come. In addition, Amazon has plans to integrate Amazon Prime into the Whole Foods Market point-of-sale system, translating into lower prices for Prime members, along with some in-store benefits.

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This is exciting news for Morristown residents. 

The organic supermarket, located at 110 Washington Avenue, offers a wide variety of organic and vegan choices, fresh produce and flowers, bakery items, beauty and health products, meat and seafood and prepared foods, along with in-store café-style seating.

Jeff Wilke, CEO of Amazon Worldwide Center, said that the company is determined to make healthy and organic food affordable for everyone.

“Everybody should be able to eat Whole Foods Market quality,” he said. “We will lower prices without compromising Whole Foods Market’s long-held commitment to the highest standards.”

Wilke said that best-selling staples will be the first products chosen for the price drops, including Whole Trade organic bananas; responsibly-farmed salmon and tilapia; organic brown eggs; organic avocados, lettuce and kale; almond butter; animal-welfare-rated 85 percent lean ground beef, and more.

Whole Foods co-founder and CEO John Mackey said the market has been on a mission to bring the highest quality food to customers.

“By working together with Amazon and integrating in several key areas, we can lower prices and double down on that mission and reach more people with Whole Foods Market’s high-quality, natural and organic food,” he said.

“As part of our commitment to quality, we’ll continue to expand our efforts to support and promote local products and suppliers. We can’t wait to start showing customers what’s possible when Whole Foods Market and Amazon innovate together.”

Whole Foods Market’s private label products—including 365 Everyday Value, Whole Foods Market, Whole Paws and Whole Catch—will be available through, AmazonFresh, Prime Pantry and Prime Now.

Customers can also have products shipped from Amazon to their local Whole Foods Market store for pickup or send returns back to Amazon during a trip to the store.

With the acquisition, the company will maintain operations under the Whole Foods Market brand, with Whole Foods Market maintainig its headquarters in Austin, Texas. Founded in 1978, Whole Foods Market is the first national “Certified Organic” grocer, bringing in approximately $16 billion in sales last year. Whole Foods has more than 460 stores in the United States, Canada and the United Kingdom.

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