Amazon Fresh vs. Whole Foods: The Ultimate Comparison

amazon fresh vs whole foods

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Table of Contents

Do you want to compare Amazon Fresh vs Whole Foods?

You’ve come to the right place.

I wrote this article to explain the difference between Amazon Fresh and Whole Foods. I’ll discuss how these two differ in price, delivery, and perks.

Let’s start.

What Is Amazon Fresh vs. Whole Foods

What is the difference between Amazon Fresh and Whole Foods?

The primary difference is they target different customer types.

Whole Foods Market tries to sell to more health-conscious consumers, while Amazon Fresh stores focus more on everyday grocery items.

Amazon has owned Amazon Fresh and Whole Foods Market since it acquired the latter in 2017. Years before, Whole Foods acquired Mrs. Gooch’s Natural Food Markets, which played a role in its organic-focused stores.

Instead of incorporating Whole Foods Market into Amazon’s Amazon Fresh, the company left it as a separate brand. Amazon Prime members get perks at shopping at Whole Foods Market.

Instead of visiting your local Whole Foods Market or Amazon Fresh store, you can check their respective pages on the Amazon app or website.

Another major difference is Whole Foods Market has had stores since before Amazon’s acquisitions. Amazon only announced the first Amazon Fresh store in August 2020.

Amazon Fresh

amazon fresh vs whole foods

Amazon Fresh started by focusing on grocery delivery of fresh produce and other grocery shopping items.

Amazon recently opened its Amazon Fresh stores, similar to Whole Foods Market stores but for a more general audience.

Prime Members naturally get access to Amazon Fresh delivery and special deals within the stores.

Amazon Fresh customers get more Amazon-picked items with this store than Whole Foods Market.

When you shop on Amazon Fresh, you are more likely to buy fresh meat and other grocery shopping items from local providers.

Amazon Fresh products focus on fresh fruits, veggies, and other groceries.

Whole Foods Market

Whole Foods Market

Whole Foods is one of America’s largest plant-based store chains in America, especially in the organic food market.

Whole Foods stores concentrate on health and organic grocery items.

The store offers grocery delivery but focuses more on in-store purchases.

Since Amazon’s acquisition, Whole Foods stores have offered exclusive deals for Prime Members in yellow and blue tags.

Yellow tags give grocery shoppers an instant 10% discount, while blue tags give up to 50% discounts on certain items.

Prime member deal

Whole Foods buys its organic foods and organic products from international and national brands.

Whole Foods offers another 5% cashback reward for Amazon Prime Rewards Visa Card holders.

The store also offers a 10% discount for yellow tags and up to 50% discount for blue tags for Prime members.

Whole Foods Market

What Is the Difference Between Amazon Fresh and Whole Foods Market Delivery

Amazon Fresh delivers to fewer locations than Whole Foods Market.

Regarding Amazon Fresh vs. Whole Foods delivery, both have a minimum order amount to avoid a delivery fee.

Depending on your location, you’ll likely have to order above $50 to save money on free delivery.

The delivery system of Whole Foods vs. Amazon Fresh is the same. Both use Amazon’s drivers.

Amazon promises your Amazon Fresh and Whole Foods delivery within two hours in specific locations. Amazon Prime subscribers also get same-day delivery.

When grocery shopping online and you want to pick up your orders, Whole Foods lets you pick up your order in specific locations as quickly as 30 minutes.

Amazon Fresh stores also allow you to pick up your orders from selected locations.

What Is the Difference Between Amazon Fresh and Whole Foods Market Delivery

Amazon Fresh vs. Whole Foods Prices

The Amazon Fresh vs. Whole Foods’ difference regarding prices varies for different items.

While both promise low prices, some products are cheaper on Amazon Fresh and others at Whole Foods.

While both stores exist on the Amazon website, they cater to different consumer segments.

Is Amazon Fresh Cheaper Than Whole Foods?

Amazon Fresh often sells cheaper items since most are from local brands.

Whole Foods is available in major cities through online ordering, and Amazon Fresh caters to smaller customer groups.

Whole Foods doesn’t focus on low prices but rather on organic-focused options.

Most brands on Whole Foods are more expensive because they’re certified organic.

Is Amazon Fresh Whole Foods?

No. Amazon practices a business technique of dividing its services into different brands.

Instead of clunking everything into one platform, Amazon’s acquisition of Whole Foods resulted in it retaining the latter but integrating the company’s technology.

When Amazon announced its acquisition, it improved the logistics and systems of Whole Foods’ orders because the company was losing money.

Amazon Fresh is a separate service you can access through your Amazon account. This service lets you create a shopping list of locally sourced vegetables, meat, and dairy products.

Amazon owns the two companies, and they use Amazon’s pickup service and quick delivery systems.

You can skip checkout lines with doorstep delivery for both Amazon Fresh and Whole Foods.

What Is Amazon Fresh vs. Whole Foods (vs. Pantry Products)

Amazon Fresh and Whole Foods have pantry product selections that fit each store’s target market.

Amazon Fresh is still committed to offering locally sourced affordable pantry products, while Whole Foods tries to keep pantry things organic.

Thus, the two stores’ price points vary significantly for pantry products.

Here are some of the pantry products both stores sell.

  • Pasta boxes

  • Rice

  • Mixed Nuts

  • Tomato Sauce

  • Canned Soups

  • Cereal

  • Oatmeal

  • Dried Fruit

  • Flour

  • Vegetable Oil

  • Olive Oil

  • Sea Salt

To save money, look for your shopping items on Amazon Fresh. If they aren’t available, look for them on Whole Foods.

Amazon Fresh Pros and Cons

If you want locally sourced products, Amazon Fresh is your best choice.

Here are the service’s pros and cons.


  • Price

    Most items on the service are more budget-friendly than Whole Foods because not all items on Amazon Fresh are organic.

  • Delivery

    The service lets you schedule deliveries ahead of time to avoid pickups. Amazon Fresh is only available through deliveries in some cities without physical stores.

  • Variety

    Some cities have unique selections for their Amazon Fresh products. These selections may vary depending on your location.

  • Online Shopping

    Unlike going to your local grocery store, Amazon Fresh lets you shop online. You can do so through the Amazon app or the website.

  • Prime Membership

    You get special perks like discounts and exclusive discounts if you’re a Prime member. You also get free two-day shipping on most orders.


  • Limited Availability

    Amazon Fresh is only available in limited locations. Although Amazon is expanding this service, some areas still don’t have this option.

  • Quality

    Since some produce is locally sourced, Amazon has less control over what it sells than Whole Foods. Whole Foods screens each product before selling it to customers.

  • Delivery Fees
    If you aren’t a Prime member, Amazon could charge you delivery fees for shopping at Amazon Fresh unless you go to their physical location.

Whole Foods Pros and Cons

If you want higher-quality organic products, Whole Foods is your best option.

Here are the service’s pros and cons.


  • Quality

    Whole Foods screens its products and ensures they are high-quality and organically produced.

  • Specialty Products

    The service also sells rare products you won’t find in other stores. Whole Foods also sells various healthy food products and other unique healthy items.

  • Bulk Shopping

    The service lets you buy items in bulk without quantity restraints (for some products).

  • Discount Deals

    The service gives you rewards and discounts for particular purchases. Whole Foods offers items in blue tags, which means Prime members can buy them at significant discounts.

  • Delivery

    Whole Foods offers free delivery for orders over $35, letting you buy your weekly groceries and save on delivery fees or gas if you purchase in-store.


  • Price

    The service’s selection offers premium organic products that cost more than products from Amazon Fresh.

  • Limited Locations

    Although Whole Foods has more locations than Amazon Fresh, some places still don’t have this service.

  • Online Ordering

    Whole Foods has an online selection online. You can order and have it delivered for free for orders above $35. However, Whole Foods is more in-store-focused.

  • Pickup Options

    Since there are only limited locations, you also have limited options for where to pick up your order.

How To Choose Between Amazon Fresh and Whole Foods

Depending on your shopping needs, Amazon Fresh might be best for some buyers, while Whole Foods for others.

Determine which one best fits your needs before ordering from either store.

Here are the best ways to determine which service fits your shopping needs.

  • Selection

    Whole Foods is better if your shopping list is more complicated and health-oriented. However, if your shopping list is shorter and not specific, you can choose Amazon Fresh for cheaper and local options.

  • Delivery Speed
    Amazon Fresh and Whole Foods have different delivery times (depending on your location). You can get deliveries more quickly if you live near a Whole Foods store.

  • Quality Assurance

    Amazon Fresh has a program for quality assurance, while Whole Foods offers a USDA Organic guarantee for its products. When Whole Foods claims organic, these products pass USDA certifications.

  • Returns

    Amazon Fresh allows customer returns, while Whole Foods has a limited return policy. It’s easier to return purchases with Amazon Fresh compared to the latter.

  • Customer Service

    Amazon Fresh has dedicated 24/7 customer support and an FAQ section. Whole Foods has limited service options unless you directly ask Amazon.

  • Availability

    Amazon Fresh has fewer locations compared to Whole Foods. You can check if Amazon Fresh is available in your area before ordering.

  • Bakery Selection

    Whole Foods has a more extensive bakery selection than Amazon Fresh, including pastries, cakes, and other baked goods.

  • Alcohol

    Amazon Fresh has a limited alcohol selection, while Whole Foods has a long list of alcohol products. If your drink choice isn’t available on either Whole Foods or Amazon Fresh, you can still order directly from Amazon.

  • Meal Planning

  • Amazon Fresh offers meal plans, which you can customize and have delivered regularly to avoid needing to prepare your own meals. Whole Foods does not provide meal planning services.

  • Loyalty Programs

    While both services have loyalty programs, Amazon Fresh offers more rewards. Meanwhile, Whole Foods has yellow and blue tags for exclusive discounts for Prime members.

Amazon Fresh and Whole Foods offer quality products at varying prices, and where you shop ultimately boils down to your needs and budget.

Frequently Asked Questions (FAQs)

Is Amazon Fresh Free With Prime Membership?

Yes. You don’t need to pay for an Amazon Fresh membership if you have an Amazon Prime subscription.

Why Is Amazon Fresh Not Free?

Amazon announced a new policy on February 28, where buyers must pay a service fee for Amazon Fresh delivery orders. Company spokesperson Lara Hendrickson said this was for the company to continue selling at low prices.

Why Is Whole Foods Not Free?

Whole Foods charges a service fee for deliveries over $35. Whole Foods delivery is not free for orders below $35, but you can buy in-store or pick up your order to avoid these fees.

Is Amazon Fresh or Whole Foods Cheaper?

Amazon Fresh is cheaper than Whole Foods because of its locally sourced products. Whole Foods focuses on higher-quality, more expensive organic products.

The Bottom Line

I hope my comparison guide made it easier for you to decide where to shop.

Don’t hesitate to compare both services to see which fits your shopping list better.

However, you should feel free to shop at Amazon Fresh and Whole Foods. It only depends on your needs, budget, and location.

Did you know that Whole Foods takes EBT? Save money on your shopping trip to Whole Foods by using your SNAP benefits.

Written by: Omar Deryan

Founder of OJ Digital Solutions

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