Amazon cuts Whole Foods prices for Prime members

Mindy Sparks
May 16, 2018

The Whole Foods location in Seattle's South Lake Union neighborhood, just blocks from Amazon's headquarters in Seattle.

On Wednesday, Whole Foods debuted a much-anticipated loyalty program that offers special discounts to Prime customers, including 10 percent off hundreds of sale items and rotating weekly specials such as $10 per pound off wild-caught halibut steaks.

To get the benefits, Prime members will need to download the Whole Foods app on their phone and input their Prime information.

Amazon CEO Jeff Bezos last month disclosed the number of Prime members publicly for the first time, saying the program has more than 100 million members globally. However this is an interesting idea, tying together this idea of providing fresh foods at a good price to Prime members.

The system will give Amazon enormous perception into its Whole Foods shoppers.

Whole Foods has debuted a loyalty program that offers special discounts to Amazon Prime customers. That will create a code on their phone that the Whole Foods cashier can scan at checkout.

Whole Foods, with 463 USA stores and roughly 1 percent share of the fragmented US grocery market, has gained momentum since the Amazon merger last summer, Whole Foods co-founder and Chief Executive John Mackey told Reuters.

So far, the perks are available in Florida and will roll out to all other stores starting this summer.

Earlier this year, the companies launched free two-hour delivery on Whole Foods groceries in 10 test cities, through Amazon's Prime Now service. Eligible Prime members also receive 5% back on Whole Foods purchases when using the Amazon Prime Visa card.

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