Amazon has linked its Prime program with its first batch of Whole Foods Market stores, offering members of the shoppers' program a 10 percent discount on sale items and other deals on select grocery items.
The company announced on Wednesday that it's rolling out additional deals and discounts for members of its subscription service at the high-end grocer, which it acquired past year. To get the discount, Prime members will have to scan the Whole Foods app at checkout, after signing into the app with their Prime membership.
"That's significant", Whole Foods CEO John Mackey told Fortune. Customers who buy one 12-pack of 365 Everyday Value sparkling water will get a second one for free.
Amazon has already fiddled with prices at Whole Foods to refashion its image as wallet-busting seller of healthy foods.
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"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.
Amazon had hoped to integrate Prime into all of its Whole Foods stores earlier this year, but the effort has been hindered by technical difficulties, some of which are related to the company's point of sale systems at checkout, according to an employee not authorized to speak publicly. "Our merger with Amazon is helping to make that a reality".
Amazon cut prices at Whole Foods for all customers once it completed its purchase of the chain in August, and announced another round of price cuts in November.
Mackey notes that it's only been nine months since the acquisition and says the two companies are just now beginning to innovate together.