Published: Wed, May 16, 2018
Science | By Michele Flores

Amazon cuts Whole Foods prices for Prime members

Amazon cuts Whole Foods prices for Prime members

These will be labeled in store with yellow "10% off" sale signs, and "Prime Member Deal" signs, respectively.

Amazon on Tuesday introduced a new 10 percent discount on Whole Foods sales items. Lockers, pickup and drop-off points for Amazon package deliveries, are also now in more than 400 Whole Foods stores.

The move - which Amazon had been planning even before it closed the $13.5 billion acquisition of the organic grocer in August - is the latest link between Whole Foods and Amazon's broader commerce empire.

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Amazon is offering Prime members 10 percent discounts on select items at Whole Foods stores in Florida, the first step in a program Amazon expects to implement nationwide this summer.

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A Whole Foods Market store logo is pictured on a building in Boca Raton, Florida March 19, 2016. However this is an interesting idea, tying together this idea of providing fresh foods at a good price to Prime members.

Prime members scan an app or input their phone numbers at checkout to receive the discounts. Alternately, they can opt in to use their phone number at checkout, if preferred.

Items eligible for additional Prime member discounts will be designated by special signs in Whole Foods stores.

The system will give Amazon enormous perception into its Whole Foods shoppers. It also offers 5 percent back on all Whole Foods purchases to customers with the Amazon Prime credit card. "Well they are, if they only buy the handful of good deals on the card and nothing else", said David Livingston of DJL Research, a grocery industry market research firm. That translates into a big opportunity to boost Whole Foods' business, if Amazon can use the new discounts to bring more people into stores.

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