Amazon extended its omnichannel discounting this week with the announcement that Prime members can receive an additional 10 percent off select items at Whole Foods.
The member-only markdown is currently available in Florida and is slated to roll out to the rest of the U.S. this summer.
In addition to the 10 percent price cut, consumers will also have access to discounts on “select best-selling items,” Amazon said, noting that the deals will be prominently featured in the stores. Consumers must sign into their Amazon account from the Whole Foods app to scan the appropriate Prime Code during checkout.
Amazon purchased Whole Foods in August 2017 and has been making steady use of its growing physical retail footprint. In addition to selling its proprietary Echo and Fire devices in the grocer, the e-tail giant has also outfitted the grocer with its order-fulfilment Amazon Lockers.
Amazon recently announced it would hike the annual Prime fee by $20, the first increase in four years.