Amazon Prime members to get extra discount at Whole Foods

Amazon Prime Members Are Getting New Discounts at Whole Foods

Prime Perks: Amazon Dangles Discounts For Whole Foods Shoppers

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

This also fortifies Amazon's growing power from a bundle of Prime offerings, which Chief Financial Officer Brian Olsavsky recently tagged as "the best deal in retail".

Amazon has been implementing perks for its Prime members in Whole Foods since it acquired the grocery chain over the summer.

However it seems that these discounts/perks will only be available to those who are living in Florida, so if you're not a Florida resident then we guess you'll be missing out on this for now.

The additional discount will apply to hundreds of products throughout the stores.

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"That's significant", Whole Foods CEO John Mackey told Fortune.

Sucharita Kodali, an analyst at Forrester Research, said the discounts were likely to hurt the profit margins at Whole Foods - but that was besides the point if the move strengthens Prime, a major focus of Amazon these days.

Items eligible for additional Prime member discounts will be designated by special signs in Whole Foods stores.

The company said last month that it had more than 100 million paying Prime members worldwide, but that was before it announced it was raising the membership fee to $119 from $99.

Offers available in Florida stores through May 22 include $10 off wild-caught halibut steaks for $9.99 per pound; $2 off oranic strawberries for $2.99 a pound; buy-one-get-one free 365 Everday Value 12-pack sparking water and 50 percent off a 16-ounce cold brew Allegro coffee at the coffee bar.

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"The price cuts are part of effort to help Whole Foods shake its reputation as an expensive place to shop", writes Beth Kowitt for Fortune.

"Whole Foods, with 463 USA stores and roughly 1% 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".

Inc. (AMZN) and Whole Foods Market have no intention of sitting out the grocery price war. Alternately, they can opt in to use their phone number at checkout, if preferred.

For 39 years, Whole Foods Market has been the world's leading natural and organic foods retailer.

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