When Amazon acquired Whole Foods in 2017, both shoppers and employees were optimistic. Customers anticipated lower prices on organic groceries, while employees hoped that the essence of Whole Foods would remain intact. However, eight years later, concerns are mounting as significant changes unfold across the chain.

Across the United States, dedicated shelves that once showcased small-batch, local products are increasingly occupied by Amazon-branded items. A pilot store near Philadelphia has introduced the ability to order mainstream products like Pepsi and Doritos through the Amazon app—products previously considered incompatible with Whole Foods’ ethos. These orders are fulfilled by warehouse robots, subtly altering the shopping experience.

Amazon describes these changes as “evolving the experience,” but critics and longtime shoppers view it as the gradual erosion of the Whole Foods identity. Layoffs at corporate levels and the replacement of in-store bonuses and discounts with Amazon stock options have also stirred discontent among employees. Sales growth has been steady but not spectacular, raising questions about the brand’s direction under Amazon’s stewardship.

The clash between Amazon’s efficiency-driven approach and Whole Foods’ community-focused culture is stark. Under founder John Mackey, Whole Foods stores were envisioned as community hubs. Today, some locations are experimenting with self-checkout systems that use facial recognition technology, moving further away from the personal touch that once defined them.

Mackey, who departed the company in 2022, expressed his ambivalence about the sale to Amazon, noting that while it was a necessary decision, it fundamentally changed the company. This sentiment resonates with many loyal customers and employees who feel that the unique spirit of Whole Foods is being compromised in favor of operational efficiency.

As Amazon continues to integrate its various grocery services, including Amazon Fresh and Amazon Go, into Whole Foods, the impact on employees is significant. Questions about the legality of layoffs and the use of algorithmic management practices have arisen. Employment experts point out that while companies like Amazon have considerable leeway to restructure, the fairness and transparency of these practices can be legally contentious.

For those affected by layoffs, the Worker Adjustment and Retraining Notification (WARN) Act provides some protection, requiring employers to give adequate notice before significant layoffs. Furthermore, concerns about algorithmic accountability suggest a growing area of legal scrutiny as more decisions are automated.

In this evolving landscape, the future of Whole Foods hangs in the balance. Will the foundational values of Whole Foods endure, or will they be overshadowed by a relentless pursuit of efficiency? For many, the hope is that the core spirit of Whole Foods can survive, preserving the essence of what made the brand special to so many people.