Amazon cuts Whole Foods prices as much as 43% on first day

Amazon.com Inc. spent its first day as the owner of a brick-and-mortar grocery chain cutting prices at Whole Foods Market as much as 43 percent.

In a sign of how the retailer is changing, the Amazon Echo, a voice-activated electronic assistant, was also for sale, for $99.99 -- a sharp pivot into electronics for a company known for kale and quinoa.

The Echo Dot, a smaller version, was advertised for $44.99.

The tech giant’s $13.7 billion purchase of Whole Foods has sent shock waves through the already changing $800 billion supermarket industry.

The wedding between Amazon and the upscale grocery promises to upend the way customers shop for groceries. 

Cutting prices at the chain with such an entrenched reputation for high cost that its nickname is Whole Paycheck is a sign that Amazon is serious about taking on competitors such as Wal-Mart Stores Inc., Kroger Co. and Costco Wholesale Corp. bloomberg.com