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.

To receive these exclusive deals and savings, Prime members must scan their Whole Foods Market app at checkout.

The savings are only available in Whole Foods' Florida stores and they'll come to Whole Foods locations nationwide starting the summer.

Amazon has fired another shot across the supermarket industry's bow.

The system will give Amazon enormous perception into its Whole Foods shoppers. However this is an interesting idea, tying together this idea of providing fresh foods at a good price to Prime members.

"They're probably trying to influence those people, but the question is, is 10% enough to do that?" he said.

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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.

"The objective of the card is to fool the customer into thinking they are getting a good deal".

"They sell that data to vendors".

The company said it will also start offering "weekly deep discounts on select best-selling items" for Prime members, too.

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

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