Amazon just keeps making Whole Foods more appealing to Prime members. Starting this summer (or now, if you’re in Florida) Prime users will get an extra 10% off sale items.
Since Amazon purchased Whole Foods, the company has been moving at a rapid fire pace to integrate the two and make the grocery chain the de facto choice for Prime users. This latest move—an additional 10% discount on already on-sale items, except alcohol—is one of the boldest decisions yet. Whole Foods already reduced its prices when Amazon bought it, and this makes your groceries even more affordable.
The discount goes live for members in Florida today, but the company has announced it will roll out to all 463 U.S. stores later this summer. Amazon will also send out weekly deals for Prime members with further discounts on its goods. The discounts come at a perfect time, too. Amazon recently raised the price of its Prime membership by $20 per year, but the retail giant is likely hoping that the savings on groceries will make up for the price hike in members’ minds.