Amazon introduces special Whole Foods discounts for Prime members

Andrew Cummings
May 16, 2018

Amazon announced Wednesday it is now offering an additional 10 percent off sale items to Prime members.

The discount program is starting in Florida this week and will roll out nationwide this summer, the company said Tuesday night.

For instance, this week in Florida, wild-caught halibut steaks will be $9.99 a pound, about half the regular price. That translates into a big opportunity to boost Whole Foods' business, if Amazon can use the new discounts to bring more people into stores.

Cold-brew coffee at Allegro coffee bars: 50 percent off 16 oz.

"There have been gradual steps towards integrating Amazon and Whole Foods".

It's the latest effort by Amazon to make Whole Foods more affordable, attempting to shed the grocer's "Whole Paycheck" reputation.

Amazon has already fiddled with prices at Whole Foods to refashion its image as wallet-busting seller of healthy foods.

And in February, Amazon started using Whole Foods locations as depots for groceries delivered by the company's Prime Now quick delivery service. "By offering greater discounts on sale items, and exclusive deals like $10 off a pound for sustainably-sourced, wild-caught halibut, launching savings for Prime members is an incredible opportunity to bring our industry-leading quality standards and delicious food to more customers at a better price". "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.

Co-founder and Chief Executive of Whole Foods, John Mackey told Reuters, "This brand new loyalty strategy will put into test whether Amazon's $13.7 billion deal with Whole Foods accompanies an intensified price war and disturbance to the USA grocery industry of $800 billion which is dominated by Kroger Co and Walmart Inc".

To receive these exclusive deals and savings, Prime members must scan their Whole Foods Market app at checkout.

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