Was it our imagination, or was the Whole Foods at Bryant Park near our office busier on August 28th when prices were first slashed on organic avocados, ground beef, kale, eggs and more following Amazon’s $13.7 billion takeover of the organic grocer? While the cashier noted it was always busier on Mondays, a sign at the entrance bearing Whole Foods Market and Amazon logos and a hand clutching a colorful bunch of newly picked farm tomatoes bore a greater optimism: Were growing something good: This is just the beginning.

Gearing up for an online battle royal

What’s “good,” of course, is relative depending on who benefits most and who doesn’t. Amazon’s aim to grow Whole Foods “has set the stage for a price war with retail giant Walmart,” The Guardian reports adding that “Amazon’s move on price is a direct attempt to attract Walmart customers who will have been put off by Whole Foods’ high prices. At stake is an enormous online retail market which Amazon not only want to protect, but grow.”

Hoping to reverse its reputation of “Whole Paycheck,” and get in on online sales, Amazon has also announced that special pricing for Amazon Prime loyalty members and in-store lockers for e-commerce purchases are forthcoming.

Amazon’s discounting, Morgan Stanley reports, is also expected to generate more Prime subscribers. And another strong advantage it has is its prowess with data. “In particular, Amazon’s commitment to data gathering has helped the company learn more about its customers and at a faster pace. This has allowed it to adapt to changing customer shopping habits and provide its shoppers with a better online ordering experience,” reports CNBC.

Retailers on the front lines

“Rivals are scrambling to keep up: Kroger is testing online grocery delivery in several cities. And Walmart, the nation’s largest grocer, is expanding its online grocery ordering and store-curb pickup to more stores. Last week, Walmart said it is joining forces with Google to let customers order goods with their voice on Google-run smartphones and other devices,” reports the Miami Herald.

e|wmg knows in-store

With so many CPG clients, from Post, Oreo, Mondelez, Lysol, and more, we understand the challenges retailers face. In fact, we’ve been helping CPG companies succeed in a competitive environment and win their own battles royal for over 30 years. To learn how our in-store expertise can help benefit your brand, give us a call today.