Amazon Prime chooses Florida for new Whole Foods discounts

Prime members the new Whole Foods deals start today

Amazon is offering Prime members extra 10 percent off in Whole Foods Stores along with other

Amazon Prime Vice President Cem Sibay said Florida was chosen as the first state for new the Prime program because Whole Foods has a large presence in the Sunshine State, with 28 stores, including 11 in Broward and Miami-Dade South Florida. Prime members will get an extra 10% off the hundreds of items already on sale throughout the store, and the company will offer a deep discount every week on best-selling items.

Amazon has made fairly quick work of leveraging its investment in the brick-and-mortar grocery chain.

Experience upcoming Amazon program for Amazon prime members.

Items eligible for additional Prime member discounts will be designated by special signs in Whole Foods stores.

Sustainably sourced, wild-caught halibut steaks: $9.99/lb., save $10/lb.

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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. Amazon has launched free two-hour delivery from Whole Foods through its Prime Now service in 10 cities, has Amazon lockers for package pick up at Whole Foods, and is selling Amazon products in stores.

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 move - which Amazon had been planning even before it closed the $13.5 billion acquisition of the organic grocer in August - is the latest link between Whole Foods and Amazon's broader commerce empire.

Amazon has more than 100 million Prime customers worldwide and recently announced that it would increase the membership fee for the service, to $119 a year from $99, to pay for all the new benefits it is adding to it.

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 US grocery industry of $800 billion which is dominated by Kroger Co and Walmart Inc".

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