Next Up at Amazon-Run Whole Foods: Half-Priced Halibut Steaks

Amazon cuts Whole Foods prices for Prime members

Amazon is going to give 10% off on all sale items at Whole Foods supermarkets along with discounts on selected popular items. The savings are only available in Whole Foods' Florida stores and they'll come to Whole Foods locations nationwide starting the summer.

Amazon has made fairly quick work of leveraging its investment in the brick-and-mortar grocery chain.

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. These will be labeled in store with yellow "10% off" sale signs, and "Prime Member Deal" signs, respectively. Amazon cut prices on many items at Whole Foods upon completing the acquisition a year ago, as part of its broader push into physical retail stores.

Cold-brew coffee at Allegro coffee bars: 50 percent off 16 oz.

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 US grocery industry of $800 billion which is dominated by Kroger Co and Walmart Inc".

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In addition, the company said Prime members will get an additional 10 percent off hundreds of sale items at Whole Foods Stores.

Experience upcoming Amazon program for Amazon prime members. Alternately, they can opt in to use their phone number at checkout, if preferred.

These newly initiated perks to gain customer attraction has the potential to make Whole Foods more affordable than ordinary, regular grocers for a population of about 8 million of its consumers who already are subscribers of Amazon Prime, according to the analysts of Morgan Stanley.

"This new Prime benefit at Whole Foods Market is a flawless pairing of healthy and delicious food at even more affordable prices", said Cem Sibay, vice president, Amazon Prime, in a statement about the discount program's launch.

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