Amazon could make Whole Foods cheaper than most grocery stores (AMZN)

• Amazon is planning on lowering prices even more at Whole Foods. 
• The price cuts could make Whole Foods one of the cheapest grocers in the US.
• The cuts could be particularly useful in getting Amazon more Prime subscribers, according to Morgan Stanley analyst Brian Nowak. 
• Watch Amazon trade in real time here. 

Amazon's plan to offer a 10% discount on Whole Foods items to Amazon Prime members is a "meaningful signal about AMZN's laser focus on taking share in the $800 billion US grocery industry," Morgan Stanley analyst Brian Nowak wrote in a note to clients out Wednesday. 

The 10% discount will also apply to "already discounted" items at Whole Foods stores, Nowak said. Amazon has already been slashing prices at Whole Foods as it continues its effort to transform perception from the high-end grocer it once was to the grocer-for-the-masses it may be in the midst of becoming.See the rest of the story at Business Insider

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