Amazon Ramps up Prime Perks at Whole Foods

Whole Foods discounts for Amazon Prime members coming this summer

Inc.is offering new discounts for Prime members shopping at its Whole Foods grocery stores, adding another perk to its membership program after a 20% price hike. However this is an interesting idea, tying together this idea of providing fresh foods at a good price to Prime members. The company says it ultimately plans to make Amazon Prime the Whole Foods Market customer rewards program. They'll also get even deeper discounts on unique merchandise, such as 50 percent off magic mushroom powder and $10 off per pound of sustainably sourced, wild-caught halibut steaks.

Co-founder and Chief Executive of Whole Foods, John Mackey told Reuters, "This brand new loyalty strategy will put into test whether Amazon's $13.7 billion deal with Whole Foods accompanies an intensified price war and disturbance to the USA grocery industry of $800 billion which is dominated by Kroger Co and Walmart Inc".

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.

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Still, an increasing number of people find the benefits of membership outweigh the costs.

"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. Mackey is confident about Prime convincing the shoppers regarding their doubts about its "Whole Paycheck" reputation which is a reasonable option for their many purchases.

The company announced on Wednesday that it's rolling out additional deals and discounts for members of its subscription service at the high-end grocer, which it acquired previous year. Pushing special savings through Prime is a way to reintroduce the Prime customer to Whole Foods, Ladd said. But you'll need to be a Prime member to get the deal.

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