Deal alert: Amazon is slashing prices at Whole Foods

A big announcement from Amazon and Whole Foods has parents reconsidering how they grocery shop.

Amazon just slashed prices at Whole Foods starting today, and prices will be reduced by an average of 20% on select items throughout the stores.

And if you’ve got a Prime membership your dollar is going to go even further at Whole Foods. According to Amazon, Prime members will now see “double the number of exclusive weekly Prime Member deals and deeper discounts.” Plus, Prime members are eligible to get an extra 10 % off hundreds of sale items throughout the store.

If you don’t already have Prime, now is a great time to try it out, as Amazon is offering 30 days of Prime for free plus $10 off a $20 purchase in-store at Whole Foods Market (you have to sign up at amazon.com/WholeFoods10).

Right now there are some pretty great deals happening at Whole Foods: Whole chickens are 40% off at $1.79 a pound, and organic strawberries and asparagus are $2 off at $2.99 a pound. All the Justin’s brand and Epic brand products are 35% off, too. Large yellow mangoes are only $1 each right now and organic bunched rainbow chard is priced at $1.99.

A lot of people have Prime memberships because they’re seeking cheap prices on Amazon, but Whole Foods (while known for its commitment to sustainability) isn’t known for its deals. That’s why, as CNN reports, Amazon is making this move to attract bargain-loving Prime members who have been reluctant to shop at Whole Foods.

Whole Foods customers have not seen big discounts since Amazon bought the brand, but today’s price cuts suggest that could be changing. Although Whole Foods is not going to be able to compete with the likes of Aldi when it comes to discounts, the extra savings on sale items combined with Prime membership make it much more attractive to parents watching the family budget.