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Whole Foods keeps signaling the death of the brand as we know it

After Amazon announced plans to buy Whole Foods for $13.7 billion, multiple reports have emerged that major changes are coming.

The no-frills store looks like a warehouse inside, with fluorescent lighting and minimal decorations.
  • Amazon said last week that it intends to buy Whole Foods for $13.7 billion.
  • Since then, executives have made numerous comments hinting at future disruption, including private label groceries and big changes to stores.
  • CEO John Mackey says he will start prioritizing customers over workers — a huge departure from the previous
  • strategy.

Whole Foods could become unrecognizable under Amazon.

Ever since it emerged last week that the online behemoth intends to buy the online grocer for $13.7 billion, all signs have pointed to big changes at Whole Foods.

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Whole Foods' website said it only sells products "that are free of artificial preservatives, colors, flavors, sweeteners, and hydrogenated fats."

The brand has already attempted to shed its expensive image by opening a line of cheaper 365 stores that only sell private label products.

While the potential deal has ratcheted up uncertainty for Whole Foods and its workers, it's clear that something needed to change.

"That Whole Foods can't turn around its fortunes is, in our opinion, the result of several fundamental flaws in its business model," "Over the past few years, these cracks have become more pronounced, and the company has done seemingly little to correct them."

If you're a Whole Foods worker with a story to share contact retail@businessinsider.com.

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