Amazon Prime Now gives Whole Foods a price edge

Ordering grocery delivery from Whole Foods using Amazon Prime Now may be cheaper than buying from Kroger using Instacart, despite higher in-store prices at Whole Foods, according to new research from Barclays Capital.

In a recent price check in Cincinnati, Kroger’s headquarters market, the Barclays research found that ordering two-hour delivery from Whole Foods using Amazon Prime Now yielded discounts of between 2% and 7% for baskets of $35-$50, not counting the $99 annual membership fee for Amazon Prime.. . . more