Amazon.com Inc. is planning to cut prices on hundreds of items at Whole Foods stores this week, as the e-commerce giant seeks to change the chain’s high-cost image amid intense competition among grocers.

The price cuts affect more than 500 products and include a focus on produce and meat, according to documents viewed by The Wall Street Journal. The move comes after Whole Foods raised prices on select items in February, mostly consumer products, as suppliers increased their prices because of higher transport and ingredient costs.

The latest cuts—which are set to drop at Whole Foods stores on Wednesday—are some of the broadest since Amazon bought the grocer for nearly $14 billion in 2017. Prices will be reduced by an average of 20% on select items throughout the store.

The e-commerce giant has tried to extend its own reputation for low prices and convenience to Whole Foods, to counter a sense among some consumers that shopping there required a “Whole Paycheck.”

Amazon also is seeking to keep up with other big food sellers. Walmart Inc., Kroger Co. and other grocers are holding down prices to defend their share of the $1 trillion U.S. market for groceries and consumer products. Amazon intends to open a new line of grocery stores independent from Whole Foods as early as later this year.