Cutting prices at the chain -- which has 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, Kroger and Costco Wholesale.
Wal-Mart, the world's biggest retailer, has already invested billions into lowering prices across the board over the past year or so, and has revamped the produce section at its U.S stores, improving sight lines, adding more fresh-cut fruits and even creating a sweeter bespoke cantaloupe.
That, along with an aggressive rollout of curbside grocery order pickup, helped the company record its best Food sales growth in five years in its most recent quarter.
It's able to price lower thanks to a business model that charges membership fees, focuses on selling a limited assortment of bulk-sized goods and features a treasure-hunt experience in the stores.
Maarten van Tartwijk, a spokesman for Ahold Delhaize, the Dutch retailer that owns the Stop & Shop chain in the U.S., said the company has invested heavily in its online operation.
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