Amazon took over as the owner of Whole Foods on Monday, and immediately slashed prices by as much as 43%. That included organic fuji apples marked down to $1.99 a pound from $3.49 a pound; organic rotisserie chicken to $9.99 each from $13.99; and some bananas was slashed to 49 cents per pound from 79 cents. Even the Amazon Echo, the voice-activated electronic assistant, was being sold for $99.99. The online retailer purchased the premium food chain for $13.7 billion in June, and the deal got federal approval last week. Amazon Prime will also become Whole Foods Market's customer rewards program, providing members with savings and other in-store benefits. Amazon is trying to be more price competitive with Walmart, Kroger and Costco in the $800 billion supermarket industry.