Amazon Prime members to get extra discount at Whole Foods

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The following deals will be offered to Prime members in Florida stores from May 16 through May 22.

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.

To get the benefits, Prime members will need to download the Whole Foods app on their phone and input their Prime information.

And in February, Amazon started using Whole Foods locations as depots for groceries delivered by the company's Prime Now quick delivery service.

For instance, this week in Florida, wild-caught halibut steaks will be $9.99 a pound, about half the regular price.

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.

Discounts for Prime members will work through the Whole Foods Market app. Amazon says Prime members will sign into the app using their Amazon accounts, and then scan the "Prime Code" inside the app when they check out at Whole Foods.

"There have been gradual steps towards integrating Amazon and Whole Foods".

It's the latest effort by Amazon to make Whole Foods more affordable, attempting to shed the grocer's "Whole Paycheck" reputation.

It's common for grocery stores to offer weekly savings, but in Whole Foods' case, customers won't have to sign up for a loyalty card or clip coupons from a circular - they have to join Amazon Prime to enjoy these savings. Plus, Amazon Prime members get 5 percent back on Whole Foods purchases with the Amazon Prime Rewards Visa Card, the companies announced earlier this year.

Amazon has fired another shot across the supermarket industry's bow.

"This new Prime benefit at Whole Foods market is a flawless pairing of healthy and delicious food at even more affordable prices", said Cam Sibay, Vice president, Amazon prime.

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