Has Amazon Really Changed Whole Foods’ Image?

Amazon.com won’t be opening any more Whole Foods 365 discount stores. The grocery store chain’s CEO, John Mackey, said the price gap between the value chain and the full-price Whole Foods Market stores has narrowed enough since Amazon bought the company that there is no longer a need for two separate chains.

Whole lotta nothing

Whole Foods has been plagued with a reputation as an overpriced organic grocer since its beginning, a perception reflected in the “Whole Paycheck” moniker many people give it. The 365 concept was opened to counter that perception, and focused on Whole Foods’ private-label brand, which sometimes carried items priced lower than you could find at Walmart. There are a dozen 365 stores now.

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