Amazon is a recent owner of Whole Foods Market, Inc., having completed the purchase last year. One of the first acts was to cut prices to make it cheaper for customers to shop there. A recent action has been to ask suppliers of all sizes to pay substantially more for prime shelf space, while at the same time asking these suppliers to cut their costs to earn that shelf space. These requirements are said to be rectifying necessities to the former Whole Foods’ practice of carrying the newest, niche brands without a tracking system to determine if these brands were actually driving profits. Amazon is supplying the tracking mechanisms – time will be the determiner of the success of the new methods/actions. For those of you who are Whole Foods shoppers, let us know what you think.