Amazon cuts Whole Foods prices for Prime members

Amazon cuts Whole Foods prices for Prime members

Amazon is going to give 10% off on all sale items at Whole Foods supermarkets along with discounts on selected popular items.

A Whole Foods Market store logo is pictured on a building in Boca Raton, Florida March 19, 2016. But you'll need to be a Prime member to get the deal.

Sucharita Kodali, an analyst at Forrester Research, said the discounts were likely to hurt the profit margins at Whole Foods - but that was besides the point if the move strengthens Prime, a major focus of Amazon these days.

CNBC, which first reported on a trial of the Whole Foods/Prime discount program earlier this month, cited an anonymous source who said 75 percent of Whole Foods shoppers are Prime members, but less than 20 percent of Prime members shop at Whole Foods.

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It's the latest effort by Amazon to make Whole Foods more affordable, attempting to shed the grocer's "Whole Paycheck" reputation.

Amazon says the sale-item discount will apply to a rotating selection of hundreds of products.

That will create a code on their phone that the Whole Foods cashier can scan at checkout. The savings are only available in Whole Foods' Florida stores and they'll come to Whole Foods locations nationwide starting the summer. However, studies showed that some prices later rose.

Amazon has more than 100 million Prime customers worldwide and recently announced that it would increase the membership fee for the service, to $119 a year from $99, to pay for all the new benefits it is adding to it. Customers can also go to the Whole Foods Market app to learn about offers each week.

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