Amazon to give Prime members extra discounts at Whole Foods

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Amazon is going to give 10% off on all sale items at Whole Foods supermarkets along with discounts on selected popular items.

The benefits start Wednesday at stores in Florida and will expand nationwide this summer.

Whole Foods now has over 470 stores in the U.S., Canada and United Kingdom combined, but the majority - 463 - are in the U.S.

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

It's Prime time at Whole Foods: Amazon is rolling out discounts for Prime members at the organic grocer. "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.

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The company said, however, that the integration of Whole Foods was among the fastest startups of a new Prime program.

It has been dubbed as Amazon's attempt to re-invent the supermarket amid the company's ongoing efforts to claim a greater share of the global grocery pie.

The Whole Foods location in Seattle's South Lake Union neighborhood, just blocks from Amazon's headquarters in Seattle. 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.

The companies also launched two-hour delivery from Whole Foods via Amazon's Prime Now service in 10 cities across the USA, with more to come this year, Amazon says.

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 USA grocery industry of $800 billion which is dominated by Kroger Co and Walmart Inc". "Our vision is that every day Prime makes your life better, easier and more fun, and shopping at Whole Foods Market with exclusive deals and savings is all of this and more".

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