Originally Posted by
Byrthnoth
See, you're probably not the kind of person who shops at Whole Foods then.
This move targets a very precise segment of the population, people who already pay a premium for abstract improvements in food quality. I don't know what Whole Foods' costs are, but I suspect that they pay very slightly more for food than any other supermarket (sans Aldi) and they pay a bit more for labor.
Imagine if every product on Amazon Pantry was suddenly anointed by the Whole Foods brand and the pricing was competitive with the store. Now they don't have to pay the labor, which is probably Whole Foods' major inefficiency, and they still get to sell cucumber water to stupid white people for terrible markup (but no markup relative to if they drove to the store.)