Maybe Whole Foods Market will shed its “Whole Paycheck” image sooner than we might have imagined.

On Thursday, the Austin-based supermarket chain and its soon-to-be owner, Amazon, said they’re slashing prices starting Monday at the natural and organic grocer. That’s the same day the e-commerce company is expected to finalize its $13.7 billion acquisition of Whole Foods.

For years, shoppers have half-jokingly referred to Whole Foods as “Whole Paycheck,” thanks to the grocer’s notoriously high prices. But Amazon, known for its super-competitive pricing, appears eager to erase that perception.