Next Up at Amazon-Run Whole Foods: Half-Priced Halibut Steaks

Next Up at Amazon-Run Whole Foods: Half-Priced Halibut Steaks

Next Up at Amazon-Run Whole Foods: Half-Priced Halibut Steaks

These will be labeled in store with yellow "10% off" sale signs, and "Prime Member Deal" signs, respectively. Prime members, starting today, will be able to take 10 percent off Whole Foods' hundreds of sale items, as well as receive other "weekly deep discounts" on best sellers, Amazon says.

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.

"I think this is one of the most important launches we've had for Prime since Prime Video", Cem Sibay, vice president of Amazon Prime, said in an interview.

For instance, this week in Florida, wild-caught halibut steaks will be $9.99 a pound, about half the regular price.

That will create a code on their phone that the Whole Foods cashier can scan at checkout. The company says it ultimately plans to make Amazon Prime the Whole Foods Market customer rewards program.

The company said, however, that the integration of Whole Foods was among the fastest startups of a new Prime program. However this is an interesting idea, tying together this idea of providing fresh foods at a good price to Prime members.

Amazon has also set up a dedicated site for more information about the discount program (

The system will give Amazon enormous perception into its Whole Foods shoppers.

"This new Prime benefit at Whole Foods market is a ideal pairing of healthy and delicious food at even more affordable prices", said Cam Sibay, Vice president, Amazon prime.

Customers need to download the Whole Foods Market smartphone app, link it to a Prime account, and swipe their phone at checkout, to receive the discounts, or use a linked phone number.

The 28 Whole Foods locations in the Sunshine State are rolling out Prime discounts on Wednesday.

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