Whole Foods on Wednesday debuted a loyalty program in Florida that offers special discounts to Amazon Prime customers, including 10 percent off hundreds of sale items and rotating weekly specials.
Those perks will roll out to all other stores starting this summer.
Amazon previously announced free two-hour delivery from Whole Foods stores for members of Prime, its subscription club with fast shipping and video streaming.
Whole Foods, with 463 U.S. stores and roughly 1 percent share of the fragmented U.S. grocery market, has gained momentum since the Amazon merger last summer.
The new perks could make Whole Foods cheaper than conventional grocers for Prime members, according to Morgan Stanley analysts.
Prime members scan an app or input their phone numbers at checkout to receive the discounts.