Recent price cuts by Amazon/Whole Foods are intended to attract more customers and dispel the "Whole Paycheck" nickname it's been called. In organic food category, Costco is market leader and competitor it has to beat. But for the affluent consumers both companies target, convenience trumps price.
from Forbes Real Time https://www.forbes.com/sites/pamdanziger/2017/12/06/amazonwhole-foods-vs-costco-costco-has-cheaper-prices-but-amazon-still-wins/
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