Clarus Commerce CEO Tom Caporaso comments on how Amazon is using Whole Foods to incentivize consumers to shop at Amazon on Prime Day.
(As originally published on Chain Store Age on July 10th, 2018.)
Amazon is using Whole Foods Market to kick off Prime Day in a big way.
Leading up to Prime Day on July 16, the online giant will offer a week of deals at Whole Foods stores. It’s even offering an incentive: Prime members who spend $10 at Whole Foods from July 11 through July 17 will receive a $10 Amazon account credit to use during the 36-hour sales event. Prime Day kicks off on July 16 and will last 36 hours.
Throughout the week, Whole Foods will also feature sales on select seasonal items, including fresh produce, meats, and grocery items. Amazon Prime Rewards Visa cardmembers will also earn 10% back at Whole Foods, up to $400 in purchases, throughout the pre-sale, as well as during the 36-hour Prime Day shopping event.
Amazon is also using the pre-sale week to drive some business for its Prime Now grocery delivery service. Prime members who try Prime Now before July 17, will receive $10 off their order, as well as $10 to use towards a future order.
This will be the first year that Whole Foods is part of Amazon’s Prime Day sale. In addition to snagging deep discounts on select popular products during Prime Day, customers will also get an additional 10% off hundreds of sale items throughout Whole Foods stores.
“Since Amazon acquired Whole Foods 13 months ago, it has been steadily integrating the grocery chain and its loyal customers. Prime Day deals connected to Whole Foods further integrates the grocery chain into the Amazon family and sets up a potentially lucrative 36-hour shopping period July 16-17,” said Tom Caporaso, CEO of Clarus Commerce.
“The fact that Amazon will launch this incentive for Prime members on July 11, is a very smart move, generating excitement and engagement around Whole Foods and Prime Day itself,” he added. “Amazon’s focus is and has always been on its customers and taking the friction out of shopping. By adding Whole Foods benefits to Prime, 100 million consumers now have a very good reason to shop there – or better yet – a reason not to shop elsewhere.”