There will now be two types of people who shop at Whole Foods: The wealthy, and the wealthy with Amazon Prime.
Amazon announced on Wednesday that starting this summer, Prime members will get discounts for shopping at Whole Foods.
Subscribers will get an additional 10 percent off items that are already on sale ("typically hundreds of products," Amazon says), as well as "weekly deep discounts on select best-selling items."
To access the discounts, customers will have to use the Whole Foods app, sign in with their Amazon account and scan the app's "Prime Code" at checkout. Or they can opt in to use a saved phone number you input at checkout (like Walgreens does).
If you're already a regular Whole Foods shopper and Prime subscriber, maybe this will help cover the cost of the $20 hike in Prime membership Amazon is implementing this and next month, increasing it from $99 to $119.
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The discounts are being rolled out initially in Florida, with Whole Foods Market and Whole Foods Market 365 nationwide following in the summer.
Amazon has been increasing its presence and the links between it and the grocery chain since buying it in June 2017 for $13.7 billion.
This year's it's already announced free two-hour delivery on Whole Foods online orders for Prime members, while before Black Friday, Whole Foods stores started carrying Amazon devices like the Echo, Kindle and Fire TV.
It also allows customers to pick up and return Amazon purchases at more than 400 stores.
But while Amazon has said it's also been lowering prices across Whole Foods, there have been murmurs from shoppers that they're not seeing the savings, as CNBC reported in December.
Whole Foods was comfortably the most expensive in our Tip Jar comparison of grocery store prices last year.