Amazon Prime chooses Florida for new Whole Foods discounts

Alonzo Simpson
May 16, 2018

Amazon is taking the next step in its integration with Whole Foods Market, confirming that it will offer 10 percent discounts on Whole Foods sale items and special deals on top grocery items to its more than 100 million Amazon Prime members.

The discounts have rolled out to Whole Foods stores across Florida, for the time being, and will expand to all stores across the U.S. starting this summer. Nearly immediately following the acquisition, it began slashing prices in Whole Foods' stores.

Today's news is now formalizing those prior efforts with a standard rewards program where Prime members can expect to take 10 percent off sale items on a consistent basis, in addition to other weekly discounts on select items.

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

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"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. "Well they are, if they only buy the handful of good deals on the card and nothing else", said David Livingston of DJL Research, a grocery industry market research firm. That translates into a big opportunity to boost Whole Foods' business, if Amazon can use the new discounts to bring more people into stores.

Amazon has also set up a dedicated site for more information about the discount program (

Inc and Whole Foods Market are up to a surgical strike in the already savage grocery price war. That was before it announced it's raising the price to $119 a year, up from $99. 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. Amazon wouldn't say if it plans to add the benefits to Whole Foods stores in Canada and the United Kingdom.

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