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Whole Foods may offer Prime members a 10% discount, based on signs advertising the offer were seen in the grocery chain’s flagship Austin store. Since the Amazon acquisition, benefits to Whole Foods shoppers have remained modest. Price cuts on grocery items are essentially null, but Prime members at Whole Foods now get 5% cash back if they use an Amazon Visa rewards card and will have access to a free delivery service. Amazon is only in the early stages of tinkering with its pricing incentives.

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