Amazon.com Inc. is offering Prime members additional discounts on groceries already on sale at Whole Foods Market Inc., the e-commerce giant said May 16.
The move follows the company's announcement April 26 to raise membership fees for Prime to $119 in the U.S. from $99, the first price hike in four years. Prime, which was launched 13 years ago, has more than 100 million members, Amazon CEO Jeff Bezos said in his annual letter to shareholders April 18.
The May 16 disclosure confirmed reports that Amazon is expanding the Whole Foods benefits that its Prime members receive, including a free two-hour delivery service in select cities.
Prime members will be eligible for an extra 10% off sale items, typically hundreds of products throughout the store, plus weekly deep discounts on select best-selling items.
The new benefit will be available at all Whole Foods stores in Florida and will expand across all Whole Foods and Whole Foods Market 365 stores in the U.S. this summer.
Among the offers to shoppers at stores in Florida, Prime members can purchase wild-caught halibut steaks at $9.99 per pound, a saving of $10 per pound, a pound of organic strawberries for $2.99 instead of $4.99, and a two-for-one deal on a 12-pack case of 365 Everyday Value sparkling water.
Offers will be changed weekly.
"This new Prime benefit at Whole Foods Market is a perfect pairing of healthy and delicious food at even more affordable prices," said Cem Sibay, vice president of Amazon Prime, was quoted as saying in a statement. "Our vision is that every day Prime makes your life better, easier and more fun, and shopping at Whole Foods Market with exclusive deals and savings is all of this and more."
Amazon completed the $13.7 billion acquisition of Whole Foods in August 2017.