https://www.cnbc.com/2019/04/03/whole-foods-price-cut-may-not-give-amazon-traffic-boost-bill-simon.html

Whole Foods is debuting lower prices in its stores Wednesday, and former Walmart U.S. President and CEO Bill Simon doesn't expect that the strategy will boost its sales.

Whole Foods, known for its organic selection and premium prices, last made major price cuts in November 2017 after being acquired by Amazon. Simon said the new lower prices on select items, announced earlier this week, likely show the retailer is working through the kinks of the competitive grocery market.