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Amazon announced this morning that it is extending Prime member savings to 121 Whole Foods stores in 12 states, plus all nine of the 365 by Whole Foods stores nationwide.

With the expansion, Amazon says, “These savings are currently available at Whole Foods Market stores in Arkansas, Colorado, Florida, Idaho, Kansas, Kansas City, Missouri, Louisiana, New Mexico, northern Nevada, northern California, Oklahoma, Texas, and Utah.”

According to Amazon, “Prime members will receive an additional 10 percent off sale items, typically hundreds of products throughout the store, plus exclusive weekly deep discounts on select popular items … Prime member deals will be prominently featured in store. Customers can also go to the Whole Foods Market app to learn about many of the best offers … To start saving, customers can download the Whole Foods Market app, sign in with their Amazon account and then scan the app’s Prime Code at checkout. Or, customers can opt in to use their mobile phone number to save at checkout.”
KC's View:
The bet here is that the stores offering Prime discounts are going to see traffic and sales increases. I, for one, am looking forward to when it is offered in Connecticut and Oregon. This is where the Amazon-Whole Food rubber meets the road and starts to gain velocity, creating potential competitive problems for a lot of other retailers.

One other point. I still think the 365 stores offer an enormous opportunity for Amazon to really play in this segment - trying out all sorts of new programs, including, maybe, the use of Amazon Go technology. There aren’t that many of them, and it isn’t like they have such a strong image that they can’t be turned into something really experimental.