Whether or not this price plateau is temporary or not, Amazon's plan to lure more customers with cheaper offerings is already working. In fact, the week it announced the markdowns, foot traffic to Whole Foods locations was up 17% compared to the year before, and shoppers loyal to other chains have been defecting in droves. For example, 10% of regular Trader Joe's customers flocked to Whole Foods in the first week after the acquisition, while Walmart shoppers represent 24% of new customers overall.
Of course, it's early yet in Amazon's long-term plan for Whole Foods, and odds are it'll be implementing many, many more changes in the coming weeks, months, and years. But until then, you may very well continue paying a pretty penny for frozen pizzas and greek yogurt.