Amazon Prime members to get new discounts at Whole Foods

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And you can buy an Amazon Echo at Whole Foods, if you're so inclined.

It's a good time to be a Prime member.

In addition, the companies have introduced a 5%-back benefit for Prime members on Whole Foods purchases using the Amazon Prime Rewards Visa Card.

Amazon has actually been successfully leveraging its acquisition of the organic store chain, with several appealing deals offered to customers in the past. There was even a sighting last month that suggested that Amazon would be giving Prime members a 10% discount.

Sustainably sourced, wild-caught halibut steaks: $9.99/lb.

In order to receive discounts in Whole Foods stores, the Whole Foods app must be downloaded and then a bar code can be scanned at checkouts. It offers free shipping on millions of items, unlimited photo storage and early deals on Amazon sales.

Of course, discounts on Whole Foods products have to compress margins in its grocery business.

While Whole Foods' prices on staples like rotisserie chicken, bananas and avocados have come down, she still thinks some every day items are prohibitively expensive.

The retail giant is offering an extra 10 percent discount on all sale items at whole foods stores. Customers can also go to the Whole Foods Market app to learn about numerous best offers each week.

The annual cost for Amazon Prime membership is expected to rise 20 percent from $99 a year to $119.

Cold-brew coffee at Allegro coffee bars: 50 percent off 16 oz.

On top of the discount on sale items that Amazon is offering, Prime members will apparently be entitled to other deals when shopping at Whole Foods, TechCrunch reports. The companies previously launched free two-hour delivery from Whole Foods via Amazon's Prime Now service.

Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Whole Foods' loyalty program, which ended on May 2, was young and was considered weak, according to industry insiders.

In total, any given Whole Foods store has tens of thousands of products available.

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