Amazon Prime at Whole Foods

Amazon Prime at Whole Foods

Prime members can scan the free Whole Foods mobile app at checkout and get 10 percent off hundreds of weekly sale items and discounts on best-selling products in Florida stores, the company said in a news release. Amazon expects to expand that offering later this year.

Sustainably sourced, wild-caught halibut steaks: $9.99/lb., save $10/lb. Amazon is aiming to change the perception of being too expensive for the majority of shoppers and is using its online shopping business to try and bring more consumers to its grocery stores.

In June, Amazon opened a 50,000-square-foot Prime Now processing hub in the Wynwood Arts District in Miami and currently offers select Whole Foods organics and its Everyday 365 brand products for delivery. Pushing special savings through Prime is a way to reintroduce the Prime customer to Whole Foods, Ladd said.

Amazon Prime members can access the exclusive deals by scanning the Whole Foods Market app at checkout.

Earlier this year, Amazon and Whole Foods launched a free two-hour delivery service for Whole Foods groceries for Prime members. If Amazon could get all of those Prime customers to start shopping at Whole Foods, it "would become one of the top 5 grocers in the country", Ladd said.

The discounted items will be labeled in-store with yellow "10% off" sale signs and "Prime Member Deal" signs.

If you don't want to pay for Prime, Amazon said it has reduced prices on "hundreds of grocery staples and fresh foods" for everyone. That could be a lure for Prime members who already shop Whole Foods, but could push price-conscious shoppers further away from the chain, given its existing reputation for high prices.

In a statement, Whole Foods co-founder and CEO John Mackey described the latest initiative as an "amazing opportunity" to sell to more customers at a better price. These will be labeled in store with yellow "10% off" sale signs, and "Prime Member Deal" signs, respectively.

Since Amazon bought Whole Foods Market in August of past year, it has been reducing prices at the stores which, though popular, had always been known by the nickname "Whole Paycheck".

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