On Wednesday, Amazon-owned Whole Foods announced a loyalty program that offers special discounts for Prime members, including 10% off sale items and weekly discounts on select popular products.
Right now the discounts are only available in Florida, but Amazon says they will be coming to all Whole Foods by this summer. Amazon also previously announced free two-hour delivery from Whole Foods stores for Prime members.
Amazon is pushing hard to make Whole Foods more affordable, and justify its $13.7 billion investment in the grocery chain. Whole Foods has 463 U.S. stores and say they have seen an uptick in business since Amazon took over, although Whole Foods co-founder and Chief Executive John Mackey declined to go into specific numbers.
These new discounts will make Whole Foods more affordable than other grocery chains for about 8 million of its customers who are also Prime members, according to Morgan Stanley.