NEW YORK -- Amazon kept its promise Monday to lower prices on some key items at Whole Foods Market, its first day as the new owner of the chain long known as high quality but high cost.

Here are examples from a midtown Manhattan store on Monday:

  • Whole Trade bananas -- 49 cents per pound , from  79 cents
  • Organic Fuji apples -- $1.99 per pound, compared to $3.49 previously.
  • Organic large brown eggs -- $3.99 per dozen, a cut from $4.29.
  • "Animal-welfare-rated" 85% lean ground beef -- $4.99 pound, from $6.99.
  • Organic rotisserie chicken -- $9.99 each, compared to $13.99 before.

Amazon's $13.7 billion acquisition of the natural-foods chain closed Monday morning.

Whole Foods has for years been mocked as "Whole Paycheck" for its high prices, but Amazon's $13.7-billion acquisition was already bringing about the changes.

Wall Street is paying close attention, including Moody’s retail analyst Charlie O’Shea.

The price cuts are "the first salvo in what we believe will be a period of heavy promotions throughout the grocery industry" as competitors try to figure out how to keep their own customers loyal while making money, Moody said. He predicts larger players, like Walmart, will be able to make it through.

"As we have seen multiple times and in multiple product segments, Amazon has the advantage of not facing the same scrutiny surrounding its profitability from its shareholders as other competitors, and we believe the company will continue to exploit this in the grocery segment," O’Shea said.

Amazon has also begun using Whole Foods to sell non-grocery items. A large sign at the front of one of the Manhattan stores read "Farm Fresh/Pick of the season" to advertise a sale on the Amazon Echo and the Amazon Echo Dot. The two-way wireless smart speakers were going for $99.99 (down from $179.99) and $44.99 (down from $49.99), respectively.

Amazon's expanding beyond more traditional Whole Foods items, like non-dairy ice cream, cashew butter and organic baby food, didn't surprise Forrester technology analyst James McQuivey.






8/28/17 – James McQuivey – 
Amaon learne dhwen started tablets, tv prodcts and echo
Ppl who buy them then ar econencted to amazon ind eeer way than deepe way then before… watchin more, dollar voluema dn frequently, purchasing
If amazon is sud going to have enw paltofmr to reach ppl
One really way to make erquency go up is to put these devidies  them in front hem, making them all-in custoemrs
Onylt hing susprrising is that they eent in ond ay one, u might think ud ont; want to annoy tard WF buyer. Souds liea zmon dones;t not btoerhred
“we want depepr relationship with u… ehera re some tools want to make.
Some pp who will eb upset. They’re already ididoelodically opposed to Amaozn owning whole fodost eyr’e looking for ppt o eb upset…. Super high organic foods and range rover made of all sorts of emtals not 





Amazon stock traded at $943.84, down $1.75 or 0.15%, early on Monday.


Follow USA TODAY reporter Zlati Meyer on Twitter: @ZlatiMeyer