Amazon cuts Whole Foods prices for Prime members

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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.

Since Amazon bought Whole Foods Market in August of past year, it has been reducing prices at the stores which, though popular, had always been known by the nickname "Whole Paycheck".

Those customers, who pay an annual fee for benefits such as free two-day shipping and access to Amazon's video and music library, will now also get discounts at the upscale, organic supermarket that Amazon bought a year ago. That service is now available in 10 markets (Seattle is not among them). Eligible Prime members also receive 5% back on Whole Foods purchases when using the Amazon Prime Visa card.

Still, an increasing number of people find the benefits of membership outweigh the costs.

Experience upcoming Amazon program for Amazon prime members.

The additional discount will apply to hundreds of products throughout the stores.

"I think this is one of the most important launches we've had for Prime since Prime Video", Cem Sibay, vice president of Amazon Prime, said in an interview.

The 28 Whole Foods locations in the Sunshine State are rolling out Prime discounts on Wednesday.

Inc and Whole Foods Market are up to a surgical strike in the already savage grocery price war.

The first wave of deals for Prime members at Whole Foods stores in Florida include $10 a pound off halibut steaks, two 11-ounce bags of KIND granola for $6, and a buy one, get one free offer on 12-pack cases of Whole Foods house brand 365 Everyday Value sparkling water.

Even without the discounts, Amazon and Whole Foods have cut prices for all customers on hudreds of grocery staples and fresh food, the company said.

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