Amazon Prime has officially arrived at Whole Foods Market.
The online retailer on Wednesday launched a new discount program that will allow Amazon Prime customers to receive an additional 10 percent off items that are already on sale at Whole Foods.
Amazon said the program will affect hundreds of products throughout each Whole Foods store.
The program began on Wednesday in stores across Florida and will be available nationwide sometime this summer at Whole Foods’ 480-plus stores. The discounts will also appear at the Whole Foods 365 brand stores.
“We’re thrilled for Whole Foods Market to be part of the Prime experience,” Whole Foods co-founder and CEO John Mackey said in a written statement. “Launching savings for Prime members is an amazing opportunity to bring our industry-leading quality standards and delicious food to more customers at a better price.”
To use the program, customers will have to download the Whole Foods mobile app, sign in to their Amazon account and scan the app’s Prime code at checkout. Customers can also opt to use their phone number at checkout.
Some of the discounts beginning in Florida include halibut steaks for $9.99 per pound and organic strawberries for $2.99 per pound. Amazon said it will rotate discounts weekly.
Prime has long been Amazon’s chief strategy to reach customers. For $119 per year, customers can use free, two-day shipping on Prime items throughout Amazon’s online store, as well as access the marketplace’s trove of video streaming and other products. Amazon recently raised the price of Prime from $99 per year.
The aggressive pricing strategy, which has made Amazon one of the world’s most popular retailers, is being deployed at Whole Foods in order to lure in new customers and alter the grocer’s pricey reputation. Amazon has also been reducing prices of some Whole Foods items, although price checks made by the American-Statesman and other researchers indicate those price cuts have not yet made a significant impact on shoppers.
In February, Amazon began delivery of Whole Foods products through its Amazon Prime Now service in 10 cities that included Austin.
The new rewards program comes just a month shy of the year anniversary when Amazon and Austin-based Whole Foods announced their $13.7 billion merger agreement. The deal closed in August.
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