Whole Foods Offers New Discounts for Amazon Prime Members | Eater

"After being acquired by Amazon last year, the chain is rolling out new Prime-member discounts aimed at shedding its "Whole Paycheck" reputation: an additional 10 percent off a rotating selection of hundreds of already-on-sale items plus weekly deep deals on select best-sellers — examples include half-price halibut steaks, 50 percent off cold-brew from the in-store coffee bar, and buy-one-get-one-free on the house-brand sparkling water. The program begins at stores in Florida with a national rollout expected by summer; Prime members can access the savings by signing into their Prime account via the store app and scanning at checkout or by linking their phone number. These steeper discounts complement other Prime benefits such as 5 percent back with the Amazon Visa and free two-hour grocery delivery in select cities, and some analysts say they could make prices lower than conventional grocers for Prime members. Company leadership has hinted at further price cuts, which may squeeze supplier relationships and profit margins, but the broader strategy appears focused on fortifying Prime's value after a recent subscription-price increase." - Whitney Filloon