Three months after Amazon slashed some Whole Foods prices by as much as 43% on the day its purchase of the grocery chain closed in its first (of many) attempts to steal market share from competitors by selling at a loss, today Amazon announced round 2 of the grocer wars, when it unveiled even more discounts on several grocery products at Whole Foods, just days ahead of the Thanksgiving holiday, sending stocks of rival ultra-low margin grocers tumbling.

The lower prices include deeper discounts on some items for Amazon Prime members and come on top of price cuts already announced by Whole Foods in August. Among the price cuts, Whole Foods said it would sell organic turkey for $3.49 per pound to all customers, while Prime members could buy it at an even lower price of $2.99 a pound.

More price cut details:

Whole Foods Market will also offer lower prices starting today on an additional selection of customer favorites across its stores, including: Value Pack Boneless Skinless Chicken Breasts (Organic and No Antibiotic), Responsibly Farmed Raw Peeled Shrimp, and holiday favorites such as 365 Everyday Value Canned Pumpkin, Organic Broccoli, 1lb Organic Salad Mixes, Organic Russet Potatoes, and Organic Sweet Potatoes.

All customers will also see reduced prices on products from some of the most well respected natural and organic brands, including Organic Rice from Lundberg Family Farms, Organic Beans from Eden Foods, Organic Chicken and Vegetable Broths from Pacific Foods, Organic Eggs and Milk from Organic Valley, and Toothpaste from Tom’s of Maine. Whole Foods Market is also offering lower everyday prices on some of the most popular products from well-known brands such as Chobani Yogurt, California Olive Ranch EVOO, Siggis Yogurt, Applegate Hot Dogs, and Fage Yogurt.

Whole Foods Market customers are increasingly interested in buying eggs from hens that have access to pasture and so Whole Foods Market is excited to be able to offer lower prices on the entire line of Pasture Raised Eggs from Vital Farms, including their Vital Farms, and Alfresco Brands.