What the Amazon-Whole Foods Deal Means for Consumers

Yesterday, the FTC approved Amazon.com's acquisition of Whole Foods. Below are a few of the changes we'll see:

• First thing Monday, Whole Foods will offer lower prices on a selection of best-selling staples in its stores, across all categories and stores. Amazon Prime will ultimately become Whole Foods Market’s customer rewards program, providing Prime members with special savings and other in-store benefits.
• Whole Foods Market’s private-label products — including 365 Everyday Value, Whole Foods Market, Whole Paws and Whole Catch — will be available through Amazon.com, AmazonFresh, Prime Pantry and Prime Now.
• Amazon Lockers will be available in select Whole Foods Market stores. Customers can have products shipped from Amazon.com to their local Whole Foods Market store for pick up or send returns back to Amazon during a trip to the store.

Total Retail's Take: The biggest surprise to me is Amazon Prime will ultimately become Whole Foods Market's customer rewards program, providing Prime members with special discounts, as early as Monday. This is not only a significant change for retail in general, but a game changer as far Amazon Prime goes. It's already gained a loyal following, however, I expect to see subscriptions go up over the next year now with Whole Foods in the fold. With its new lower prices, no longer can Whole Foods be nicknamed "whole paycheck."