Amazon Rolling Out Deeper Discounts At Whole Foods For Prime Members

Heads up, Florida: starting today, Amazon Prime members get 10 percent off all items already on sale at Whole Foods, as well as additional weekly discounts on popular items. Heads up, everyone who isn't in Florida: the program will roll out nationally this summer.

Today's announcement from Amazon marks only the latest perk for Prime members since the ostensible online bookstore acquired Whole Foods in 2017. As reported by Fortune, it's in hopes of both increasing traffic and dispelling the grocery chain's reputation for high prices. As John Mackey, the CEO of Whole Foods, told Fortune:

"We're going to to become increasingly more price competitive... That's something that's been a long-time dream of mine. Our merger with Amazon is helping to make that a reality."

Previous steps in this effort include free two-hour Prime Now delivery from Whole Foods, currently available in 10 cities, as well as fleets of Amazon lockers in stores, and the sale of Amazon products alongside the really fancy dips they have in those big nice glass deli cases.

While it might not seem like much, 10 percent off sale items ain't half bad, and if this week's deals in Florida are any indications, the weekly bargains might be even better. According to Fortune, your average Florida man (or Florida woman) can get "$10 a pound off on halibut, $2 off organic strawberries," and other deals. Discounts will be processed when members scan a Whole Foods app at checkout.