Amazon starts giving Prime members discounts at Whole Foods stores

  • Perks started at Whole Foods stores in Florida today – and will expand across US
  • Prime members get an additional 10 per cent off sale items and exclusive deals
  • This week, members get $2 off pound of strawberries, $10 off pound of halibut

Amazon has said it will give its Prime members extra discounts at Whole Foods, which is now owned by the retail giant.

The new benefits started today at Whole Foods stores in Florida – and will expand nationwide this summer.

Prime members get an additional 10 per cent off sale items and exclusive deals on certain items. 

This week in Florida, for example, Prime members can get $2 off a pound of organic strawberries or save $10 a pound on wild halibut steaks.

The new benefits started Wednesday at Whole Foods stores in Florida and will expand nationwide this summer

Prime members get an additional 10 per cent off sale items and exclusive deals on certain items. Pictured: A file image of Amazon's headquarters in Seattle 

Prime members get an additional 10 per cent off sale items and exclusive deals on certain items. Pictured: A file image of Amazon’s headquarters in Seattle 

Amazon wouldn’t say if it plans to add the benefits to Whole Foods stores in Canada and the United Kingdom.

In bringing Prime to Whole Foods, Amazon is trying to give members another reason to stay on as subscribers – even as it raises the price – and try to lure those who aren’t to join. 

The discounts could also drive more people to shop at Whole Foods: When it offered turkey discounts last year for Prime members, Amazon said the grocer broke its record for turkeys sold during the Thanksgiving season.

Amazon said last month that it had more than 100 million paid Prime members worldwide, before it announced it would increase the price to $119 a year from $99. 

Prime members get fast shipping from Amazon.com and other perks, like access to its video streaming service.

The online retailer has made a number of changes to Whole Foods since it bought the chain last year. 

Amazon CEO Jeff Bezos said in April that 'technical work' was being done at the cashiers of Whole Foods to recognize Prime members

Amazon CEO Jeff Bezos said in April that ‘technical work’ was being done at the cashiers of Whole Foods to recognize Prime members

It cut prices on bananas, milk and some other groceries; extended its 5 per cent cash back Amazon rewards credit card to Whole Foods purchases; and has started to offer two-hour grocery delivery in several cities through its Prime Now service. 

Whole Foods ended its previous loyalty program earlier this month, and Amazon CEO Jeff Bezos said in April that ‘technical work’ was being done at the cashiers to recognize Prime members.

Amazon said today that shoppers could scan the Whole Foods app at the register or give the cashier their phone number to show that they’re Prime members.

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