Whole Foods failing to attract Amazon Prime members

Amazon has been struggling to convert Prime members into shoppers at its bricks-and-mortar Whole Foods Market stores, according to Forbes.

Since acquiring Whole Foods in 2017, Amazon has pursued its plan to expand into grocery, and an important element of that plan is converting Prime members into Whole Foods shoppers. Among its efforts: Amazon has added Amazon Prime pickup within Whole Foods stores, offered two-hour Whole Foods grocery delivery to Prime members (free on orders of more than $35), and it has reduced prices at Whole Foods, while giving Prime members an additional 10 percent off on sale items.

Yet 70 percent of Prime members say they rarely or never shop at Whole Foods, according to a recent survey by Wolfe Research reported by Forbes, and just 18 percent shop at Whole Foods at least once per month. In contrast, 65 percent of Prime members shop Amazon’s website at least several times a month.

According to Forbes, Amazon’s latest effort to improve those numbers: On April 3, Whole Foods began cutting prices on hundreds of items, offering special discounts to Amazon Prime members.

To read the Forbes article, click here.