Ready to rush to Whole Foods now that Amazon has stepped in and started dropping prices? We stopped by on Day 1 of the e-commerce giant's takeover to find out what's cheaper at a Dayton, Ohio, Whole Foods store -- and compared the lower prices with similar items at Kroger, one of the nation's largest traditional grocers. Our price check shows Whole Foods becoming more competitive than the last time we compared the stores, when Kroger beat Whole Foods on more than half the items we surveyed. This time, on the 19 items we compared, Whole Foods beats or ties Kroger more than two-thirds of the time.
Still, take Whole Foods' price drops with a grain of salt: A research firm's analysis of the chain's prices shows that most have stayed the same, and some have even risen to balance out the new discounts. Depending on the contents of your cart, you may not see major savings after all.