Are Whole Foods' Prices Really Lower Under Amazon?

Amazon, however, appears to have succeeded in creating a fairly broad perception among consumers that Whole Foods' prices are lower than they used to be, based on a survey conducted by Field Agent a year after the acquisition. While only 6% of respondents described the prices as "much better," 12% found them "better," and 30% said they were a little better." Among the 516 Whole Foods customers across 45 states surveyed, 46% said they believed the prices were neither better nor worse.