By now, Amazon’s fingerprints on Whole Foods are clear.
Customers and others walk past Whole Foods Market in Seattle. The Amazon-owned chain touted a price cut on halibut this spring, part of a move to lower prices on hundreds of items and shed its"Whole Paycheck" image.
Those pricing moves appear to have changed people’s attitudes. YouGov, which surveys shoppers about consumer brands, has found that Whole Foods’ value perception has improved meaningfully in the past two years, showing Amazon has chipped away at the “Whole Paycheck” reputation that had hurt the grocer as rivals perceived as more price-conscious, including Kroger Co. and Walmart Inc., embraced organic food.
Amazon recently shuttered dozens of mall kiosks where it sold Kindle tablets and other electronics. Those Amazon formats, and those of companies such as Kohl’s Corp. with which Amazon has an in-store partnership, sometimes seem to exist largely as outposts for people to return unwanted Amazon orders.
In addition to expanding home delivery or in-person pick-up of online grocery orders, Amazon has enmeshed its brand more with Whole Foods’. People can buy Whole Foods products on Amazon, use an Amazon-branded credit card to rack up rewards, pick up Amazon packages at lockers inside Whole Foods locations, and use the Alexa digital assistant to start a Whole Foods order.
Shoppers haven’t been bowled over, either. Despite the changing feelings about Whole Foods prices, YouGov data shows that U.S. consumers’ willingness to consider purchasing at Whole Foods has settled right around where it was at the time the deal was announced.
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