Whole Foods Market keeps touting its new lower prices under its new owner Amazon, and now it wants to show you exactly how much you’re saving when you shop there. That’s even though a new pricing study says you’re not saving as much as you might think.

The entire Coupons in the News article is here, but the takeaway to me is that as more and more grocery stores increase their fresh produce and organic sections, Whole Foods is losing their edge.  Read and come to your own conclusions.