Next Up at Amazon-Run Whole Foods: Half-Priced Halibut Steaks

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The app will also give customers exclusive deals and highlight the week's best offers.

Whole Foods has debuted a loyalty program that offers special discounts to Amazon Prime customers. These advantages are available now in Florida and will spread out to the remaining stores beginning this summer.

Amazon had hoped to integrate Prime into all of its Whole Foods stores earlier this year, but the effort has been hindered by technical difficulties, some of which are related to the company's point of sale systems at checkout, according to an employee not authorized to speak publicly.

For instance, this week in Florida, wild-caught halibut steaks will be $9.99 a pound, about half the regular price.

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The company said, however, that the integration of Whole Foods was among the fastest startups of a new Prime program.

Amazon has also set up a dedicated site for more information about the discount program (amazon.com/primesavings).

The Whole Foods location in Seattle's South Lake Union neighborhood, just blocks from Amazon's headquarters in Seattle.

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The companies also launched two-hour delivery from Whole Foods via Amazon's Prime Now service in 10 cities across the USA, with more to come this year, Amazon says.

Amazon announced today it will begin offering exclusive discounts to Prime members who shop at Whole Foods - a move that's been expected since Amazon acquired the grocer a year ago for $13.7 billion, and more recently shut down Whole Foods' rewards program and digital coupons. "Well they are, if they only buy the handful of good deals on the card and nothing else", said David Livingston of DJL Research, a grocery industry market research firm.

"We're thrilled for Whole Foods Market to be part of the Prime experience", said John Mackey, co-founder and CEO of Whole Foods Market.

To receive these exclusive deals and savings, Prime members must scan their Whole Foods Market app at checkout.

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