Where are the lower prices at Whole Foods?

Remember when Amazon bought Whole Foods in August and promised lower prices? Some people believe that it might have been a publicity stunt. According to an NBC survey conducted at a Whole Foods Market in the Seattle area, 269 items were marked down, of the store's typical 35,000 products. NBC says that equates to markdowns on "less than one percent of the items." Additional studies claim that rollbacks have been very limited.