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


Organic baby kale that has been reduced in price appears on sale at a Whole Foods Market in New York on Aug. 28, 2017. Amazon has completed its $13.7 billion takeover of organic grocer Whole Foods, and the e-commerce giant is wasting no time putting its stamp on the company. Joseph Pisani / AP file

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Despite the latest round of price cuts announced in November, the total price for the Gordon Haskett market basket increased 1 percent from two months earlier. Compared to the end of September, prices remained the same on 87 of the items, decreased on 10 and increased on 13. The report noted that the market basket consisted of “high velocity items with year-round relevancy,” while some of the latest announced price actions were more holiday focused.

“The bottom line: “We continue to be surprised that Amazon has not been more aggressive with its pricing actions to date,” analyst Chuck Grom wrote in an email to NBC News.

Why the discrepancy?

What we’ve seen so far at Whole Foods reflects Amazon’s traditional strategy of “identifying a handful of things that people really want and going fairly deep on those discounts,” said Miro Copic, a marketing professor at San Diego State University. Copic expects the online behemoth to move slowly — testing various strategies before making any major changes.

People already think of Amazon as the price leader, even though it doesn’t have the best prices on everything. That “halo effect that whatever they do or whatever they’re associated with is going to be a good value,” will rub off on Whole Foods, Copic told NBC News.

That “Bezos Bump,” as Bloomberg calls it, is expected to result in the fastest growth rate in several years for Whole Foods. Morgan Stanley analysts expect sales to increase about eight percent in the December quarter compared with 2016.

Phil Lempert, the Supermarket Guru, calls this “a first attempt” by Amazon to lower prices at Whole Foods.

“I don’t think it’s realistic to measure this based on percentage of items,” he said. “I think they’re choosing to lower the prices on the items that will affect the most customers.”

Lempert calls the price reduction on fresh organic turkey for Thanksgiving a “brilliant move” that brought in new customers. He believes Whole Foods will focus on offering greater discounts to Prime Members to get more people to join.

How important is price?

Remember, Whole Foods is not your typical grocery store. People who shop at “Whole Paycheck” are usually higher income and not as price sensitive — they’re willing to pay more for the perceived quality difference — and a lower price is not likely to get them to buy more.

Jeffrey Shulman, an associate professor of marketing at the University of Washington’s Foster School of Business, teaches about price strategies. He believes Amazon sees prices as a way to attract new customers.

“They want more volume because with Amazon more volume as a corporate strategy works pretty well,” Shulman said. “They’re really equipped to learn fast and learn quickly. So more customers coming through means they’re getting more data and can innovate about how to sell more products.”

Lowering prices on high visibility items gets attention and you can make up the margins on other products, Shulman told NBC News.

“That’s why you saw the deep discount on avocados — it made the news. People know avocados are really expensive. Amazon buys Whole Foods and immediately avocados go down, so that really sticks in the mind of customers,” he said.

Consumerworld’s Dworsky has this advice for shoppers on a budget: “Don’t fall for the hype. Check to see whether the items you actually buy have dropped in price significantly at Whole Foods and how those prices compare to what competitors charge.”

Herb Weisbaum is The ConsumerMan. Follow him on

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