Whole Foods Market is running dynamic display and leaderboard ads on websites such as thekitchn.com and allrecipes.com to promote “new lower prices on produce” and additional savings for Amazon Prime members. The ads depict fruits such a lemon or a raspberry moving toward the screen and proclaim: “(This is huge.)” They link to a Whole Foods e-commerce page showing results for produce items whose prices have been reduced as part of the grocer's third publicized wave of price cuts since its acquisition by Amazon.

Additional support includes fifteen-second TV and radio spots, an April 5 email blast, social media updates as well as outdoor ads including billboards and bus wraps.