Prime Perks: Amazon Dangles Discounts For Whole Foods Shoppers

James Marshall
May 16, 2018

Technical difficulties have prevented Amazon from integrating Prime into Whole Foods locations as quickly as executives hoped, one source says.

Amazon, which purchased Whole Foods a year ago, is offering its Prime members an additional 10% off sale items when they shop at Whole Foods.

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.

Customers can also link their Prime account to their phone number so that when they shop at Whole Foods they only have to tap in their phone number at checkout.

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

Amazon has already fiddled with prices at Whole Foods to refashion its image as wallet-busting seller of healthy foods. "Maybe it gets them more Prime customers, more Whole Foods usage and more units per cart". "Our merger with Amazon is helping to make that a reality". Amazon cut prices on many items at Whole Foods upon completing the acquisition previous year, as part of its broader push into physical retail stores. Amazon has launched free two-hour delivery from Whole Foods through its Prime Now service in 10 cities, has Amazon lockers for package pick up at Whole Foods, and is selling Amazon products in stores.

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. And will give the main motivations for supermarkets to keep the programs running.

Other reports by Click Lancashire

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