Amazon Prime chooses Florida for new Whole Foods discounts

Whole Foods

Whole Foods has debuted a loyalty program that offers special discounts to Amazon Prime customers.

"I think this is one of the most important launches we've had for Prime since Prime Video", Cem Sibay, vice president of Amazon Prime, said in an interview. This week's deals, for example, include half off wild-caught halibut, buy-one, get-one free 12-pack case of sparkling water and $2.99 for a pound of organic strawberries.

And in February, Amazon started using Whole Foods locations as depots for groceries delivered by the company's Prime Now quick delivery service.

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

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Prime members scan an app or input their phone numbers at checkout to receive the discounts.

CNBC, which first reported on a trial of the Whole Foods/Prime discount program earlier this month, cited an anonymous source who said 75 percent of Whole Foods shoppers are Prime members, but less than 20 percent of Prime members shop at Whole Foods.

The discount program is Amazon's latest effort to connect the two companies.

Amazon says the sale-item discount will apply to a rotating selection of hundreds of products. However, studies showed that some prices later rose. Amazon expects to expand that offering later this year. It also offers 5 percent back on all Whole Foods purchases to customers with the Amazon Prime credit card. Lockers, pickup and drop-off points for Amazon package deliveries, are also now in more than 400 Whole Foods stores.

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