As the Washington Post suggests, this is a classic Amazon strategy -- to cut prices on the most frequently purchased stuff and hike others to cover the costs. This, in theory, gets people in the store and to at least believe prices are cheaper across the board, even if that's not actually true. To wit, it's stuck to its initial markdowns on things like avocados, almond milk, eggs, and apples, which are among its most popular items.
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.
h/t Washington Post, Saveur