Amazon just gave an indication that Whole Foods is already following its purpose to acquire a world’s supremacy. The online retailer declared that Amazon Prime members would get an extra 10% off on sale items if they shop at Whole Foods.
The discount will be applicable to over hundreds of products throughout stores. To cash in, shoppers will just have to sign into Prime on Whole Foods app, and simply scan the app at the time of checkout.
The tactic here is crystal clear. Amazon intends to get more Whole Foods shoppers to get an Amazon Prime subscription. And more prominently, it wants to get more Prime members into Whole Foods.
“Maybe grocery for Amazon in the next decade will be what books were in the ’90s,” said Michael Pachter, an analyst at Wedbush.
Pachter said, “At present, Whole Foods holds about 2% of US grocery sales, and this creates a huge room for the growth and opportunities.”
The new 10% discount follows other promotions aimed at encouraging Prime members to do their grocery shopping at Whole Foods. In last few months, Amazon gave 5% cash back on purchases for the Whole Foods shoppers who use the Amazon Prime Rewards Visa.
“I believe you will witness much more of Amazon via Whole Foods to turn out to be the leading provider of grocery,” he said.
Amazon’s new discounts will also assist new Prime subscribers. Step by step, it’s hitting homes the message that says, “If you shop at Whole Foods, it makes less sense to do so without Prime.”
“At some position, the Amazon Prime membership may turn into a critical program as important as data plan and cell phone for the customers,” Fosina said. “That’s what I believe Amazon is emerging rapidly.”