Amazon's 2017 acquisition of Whole Foods caused a lot of buzz, especially among shoppers hopeful that the e-commerce giant would dramatically lower prices to compete with conventional grocers. A Cheapism price check shortly after the takeover showed promise, with Whole Foods tying or beating a nearby Kroger on more than two-thirds of the items we surveyed. But with the news that Whole Foods' prices are rising again, we returned to the same Dayton, Ohio, stores for another price comparison.
Although most items on our list were unaffected by the reported price increases at Whole Foods, Kroger and other traditional grocery stories have been aggressively expanding and discounting their "natural" and organic offerings. While there are still items here and there that are cheaper at Whole Foods, this time, the results have flipped, with Kroger beating or tying Whole Foods' prices on 15 out of 19 items.