Amazon and Whole Foods Market announced a new round of price cuts on hundreds of items will start Wednesday with a focus on produce that may help the company start to shed the persistent "Whole Paycheck" nickname.

Prices will be reduced by an average of 20% on select items throughout Whole Foods, according to a joint Amazon and Whole Foods statement.

Along with the price reductions, Prime members will find "double the number of exclusive weekly Prime member deals and deeper discounts," the statement said, noting "customers can expect more than 300 Prime member deals on some of the season’s most popular items."

“Whole Foods Market continues to maintain the high quality standards that we’ve championed for nearly 40 years and, with Amazon, we will lower more prices in the future, building on the positive momentum from previous price investments,” said John Mackey, Whole Foods co-founder and CEO, in a statement Monday.

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Amazon acquired the Whole Foods chain for $13.7 billion in August 2017 with a "vision of making Whole Foods Market’s high-quality, natural and organic food affordable for everyone," the companies said at the time.

Prices were cut on the first day on "best-selling grocery staples" including fruit, dairy and meats.

The companies said Monday that "customers have saved hundreds of millions of dollars through lower prices and Prime member deals" and the new "reductions will build on the hundreds of lower prices that have been introduced to customers since the Amazon and Whole Foods Market merger."

In February, The Wall Street Journal reported after reviewing internal company communications that Whole Foods has raised prices on hundreds of products to "cover the rising costs for packaging, ingredients and transportation."

The company has been trying to lure Prime members to Whole Foods with exclusive deals including a loyalty discount of an additional 10% off sales prices. Members with an Amazon Prime Rewards Visa get 5% cash back on Whole Foods purchases.

Starting Wednesday and continuing through the end of April, there's another incentive for for trying Prime. New members can get $10 off a $20 or more purchase in-store when they try Prime free for 30 days at www.amazon.com/WholeFoods.

Prime deals

Here are some examples of exclusive Prime member deals for April that will rotate weekly

Organic asparagus: $2.99/lb, save $2

Organic strawberries: $2.99/lb, save $2

Sumo Citrus: $2.49/lb, save $1.50

Air-chilled, no-antibiotics-ever whole chicken: $1.79/lb, save at least 40%

Spiral sliced ham: $3.99/lb, save at least 33%

Animal welfare-rated, bone in pork loin chops: $4.99/lb, save at least $2

Fresh, sustainable wild-caught halibut fillet: $16.99/lb, save at least 35%

35% off all Justin’s brand products

$20 off Vega One Organic Shakes (24.3-26.9 oz. sizes only)

40% off all Kite Hill plant-based products

35% off all Epic brand products

Prepared sandwiches and wraps: 20% off

Follow Kelly Tyko on Twitter: @KellyTyko