Amazon is giving its Prime members discounts at the Whole Foods grocery chain.
The new benefits started Wednesday at Whole Foods stores in Florida and will expand nationwide this summer. Prime members get an additional 10 percent off sale items and exclusive deals on certain items. This week in Florida, for example, Prime members can get $2 off a pound of organic strawberries or save $10 a pound on wild halibut steaks.
In bringing Prime to Whole Foods, Amazon is trying to give members another reason to stay on as subscribers — even as it raises the price — and try to lure those who aren't to join. The discounts could also drive more people to shop at Whole Foods: When it offered turkey discounts last year for Prime members, Amazon said the grocer broke its record for turkeys sold during the Thanksgiving season.
Amazon said last month it had more than 100 million paid Prime members worldwide, before it announced it would increase the price to $119 a year from $99.
The online retailer has made a number of changes to Whole Foods since it bought the chain last year. It cut prices on bananas, milk and some other groceries; extended its 5 percent cash back Amazon rewards credit card to Whole Foods purchases; and has started to offer two-hour grocery delivery in several cities.
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