"This new Prime benefit at Whole Foods market is a ideal pairing of healthy and delicious food at even more affordable prices", said Cam Sibay, Vice president, Amazon prime.
The additional discount will apply to hundreds of products throughout the stores.
In addition, the company said Prime members will get an additional 10 percent off hundreds of sale items at Whole Foods Stores.
Mackey is betting on Prime to convince shoppers wary of its "Whole Paycheck" reputation that it is an affordable option for more of their purchases. However this is an interesting idea, tying together this idea of providing fresh foods at a good price to Prime members. That will create a code on their phone that the Whole Foods cashier can scan at checkout. Amazon said the available deals will rotate weekly, and gave these examples of Prime discounts available in Florida starting this week.
Since Amazon bought Whole Foods Market in August of a year ago, it has been reducing prices at the stores which, though popular, had always been known by the nickname "Whole Paycheck".
The new loyalty strategy will test whether Amazon's $13.7 billion deal for Whole Foods brings much-feared disruption and an intensified price war to the $800 billion USA grocery industry dominated by Walmart Inc. and Kroger Co.
The new perks could make Whole Foods cheaper than conventional grocers for about 8 million of its customers who already subscribe to Amazon Prime, according to Morgan Stanley analysts.
Amazon cut prices at Whole Foods for all customers once it completed its purchase of the chain in August, and announced another round of price cuts in November.
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