Amazon's takeover of Whole Foods back in August sent shivers through the grocery industry.
Whole Foods announced price cuts on roughly a dozen items, with more to come. Analysts started predicting big price wars with established grocery chains like Kroger, Publix and Safeway.
But that is not happening yet, according to a new price investigation.
Selectively lowering prices
Eileen Wicks, like a lot of Whole Foods shoppers, loves the chain's recent price cuts. She has seen those big orange signs showing off new lower prices under Amazon's ownership.
"Yeah, I think they have lowered some prices, absolutely," Wicks said, outside a Whole Foods store. "There's a few things, the milk I saw I was cheaper. The little sodas I bought were cheaper, they are usually $0.99 each but now they are $0.79."
But a new investigation by research firm Gordon Haskett, reported by the Washington Post, raises questions about the price cuts, and suggests some prices may have quietly gone up.
Whole Foods got pages of good publicity when they lowered prices on apples, kale and -- customer favorite -- avocados ("Were $2, now just $1.49," the signs say).
But what about prices on everything else?
Researchers tracked prices on more than a hundred items at Whole Foods since late August, after the Amazon takeover.
They found the much-advertised rollbacks: Organic brown eggs reduced to $3.19, avocados down to $1.49 each, bananas down to $0.49 a pound.
Their analysis also found that certain categories of foods have also seen a price reduction: beverage prices were down about 2.8 percent, bread and bakery prices were down about 6.8 percent and produe prices were down about 0.5 percent.