Whole Foods

• Whole Foods, which is based in Austin, Texas-based is known for its organic and natural food offerings.
• In 2017, Amazon acquired Whole Foods for a total of $13.7 billion. 
• Although the grocery business in the United States is dominated by Walmart, Whole Foods is carving out its own customerbase by catering to Amazon Prime members that have a core focus on health-conscious buyers.
• Whole Foods currently has over 500 stores in North America and the United Kingdom and the company regards itself as America’s healthiest grocery store.
• In Whole Foods, Prime members are usually eligible for "certain deals throughout the store, making part of the store experience feel like a members-only club."
• These deals include various discounts on groceries marked using a variety of color such as a 10% discount off items marked using a yellow sale sign.
• Prices in Whole Food stores are noticeably higher than the prices available at other grocery shopping venues. The pricing differences usually range between 10% to 20% more. This earned the store the nickname "Whole Paycheck."
• However, after Amazon acquired the company, prices have been coming down and Whole Foods has been slowly loosing the “Whole Paycheck" nickname.
• In 2015, Whole Foods' consumer perception suffered after New York City’s Department of Consumer Affairs accused the chain of overcharging. For the first time, the company garnered more negative feedback than positive.
• However, over the following 9 months that stretched into April 2016, Whole Foods' consumer perception scores creeped back up breaking into positive territory again at the end of November 2016.

Own Label Brands

• Whole Food's own label product line is branded as 365 Everyday Value.
• The grocer offers a variety of products via this product line. These products include Maximum Moisture Body Lotion, Freeze Dried Banana Slices, Foaming Hand Soap, Organic Lemonade Berry Blend, Lavender Essential Oil, among numerous other.