Prime Members Get Magic Mushroom Discounts At Whole Foods

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Prime members now save more at Whole Foods Market.

Offers available in Florida stores through May 22 include $10 off wild-caught halibut steaks for $9.99 per pound; $2 off oranic strawberries for $2.99 a pound; buy-one-get-one free 365 Everday Value 12-pack sparking water and 50 percent off a 16-ounce cold brew Allegro coffee at the coffee bar.

The discount program is starting in Florida this week and will roll out nationwide this summer, the company said Tuesday night.

Amazon is taking the next step in its integration with Whole Foods Market, confirming that it will offer 10 percent discounts on Whole Foods sale items and special deals on top grocery items to its more than 100 million Amazon Prime members. There are also exclusive member deals, like roses on Valentine's Day and free Prime Now delivery of Whole Foods products among 10 cities. Prime members will be asked to scan a code or use their phone numbers at checkouts to receive the discounts.

Since Amazon bought Whole Foods Market in August of previous year, it has been reducing prices at the stores which, though popular, had always been known by the nickname "Whole Paycheck".

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The price cuts are part of effort to help Whole Foods shake its reputation as an expensive place to shop.

"The announcement marks the most aggressive stance Amazon has so far taken to integrate the two companies, at least from a consumer perspective, said Bob Hetu, a retail industry analyst with Gartner". "We're going to to become increasingly more price competitive", says Mackey. "Our merger with Amazon is helping to make that a reality".

The move - which Amazon had been planning even before it closed the $13.5 billion acquisition of the organic grocer in August - is the latest link between Whole Foods and Amazon's broader commerce empire.

"I don't know that it will be great from a profitability standpoint, but I don't know that they really care", she said.

In a statement, Whole Foods co-founder and CEO John Mackey described the latest initiative as an "amazing opportunity" to sell to more customers at a better price.