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The Whole Foods location in Seattle’s Roosevelt neighborhood has a Prime booth to educate shoppers about the new discounts. (GeekWire photo / Taylor Soper)

Amazon’s new Prime discount program will be available at all Whole Foods locations across the U.S. this week.

Prime members who pay $119 per year can receive 10 percent discounts on sale items and other special deals. Amazon first announced the deal six weeks ago at stores in Florida and gradually expanded it to more states over the past month. Starting Wednesday, more than 400 stores will offer the deals.

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It’s Amazon’s latest integration with Whole Foods, which it acquired for $13.7 billion last year.

Discounts for Prime members will work through the Whole Foods Market app. Prime members will sign into the app using their Amazon accounts, and then scan the “Prime Code” inside the app when they check out at Whole Foods. Items eligible for additional Prime member discounts will be designated by special signs in Whole Foods stores.

“Customer feedback has been overwhelmingly positive – in fact, Prime members have adopted this benefit at one of the fastest rates we’ve seen,” Amazon Prime VP Cem Sibay said in a statement. “Since starting this rollout in mid-May, Prime members have already saved millions of dollars on everything from seasonal favorites to popular products.”

Available deals will rotate weekly. Here are examples of Prime discounts available starting Wednesday.

  • Baby back pork ribs, animal welfare rated and no antibiotics, $4.99/lb., save $5/lb.
  • Sockeye salmon, wild caught Marine Stewardship Council-certified, $13.99/lb., save $6/lb.
  • Organic red cherries, $3.99/lb., save $2/lb.
  • Organic yellow peaches, $1.99/lb., save $2/lb.
  • Mochi ice cream, including flavors like chocolate, salted caramel, and green tea, self-serve, 5/$5
  • All bulk items, including favorites like nuts, granola, dried fruit, and hundreds more, 25 percent off
  • Organic Honest Lemonade, 32 oz., 2/$3

Customers can also get the savings with Whole Foods grocery delivery, which is free for Prime members via Prime Now for orders over $35. The grocery delivery service is available in 14 cities, with more to be added this year.

The new discounts are the latest effort by Amazon to make Whole Foods more affordable, attempting to shed the grocer’s “Whole Paycheck” reputation. Amazon cut prices on many items at Whole Foods upon completing the acquisition last year, as part of its broader push into physical retail stores. However, studies showed that some prices later rose.

Amazon started offering delivery from Whole Foods to Prime customers in selected markets earlier this year. It also offers 5 percent back on all Whole Foods purchases to customers with the Amazon Prime credit card. The company says it ultimately plans to make Amazon Prime the Whole Foods Market customer rewards program.

Amazon CEO Jeff Bezos in April disclosed the number of Prime members publicly for the first time, saying the program has more than 100 million members globally. Amazon last month increased the annual Prime membership fee by $20, to $119/year. Prime members receive benefits like free 2-day shipping; streaming music and movies; cloud storage; and more.

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