The perk is Amazon’s latest ploy to funnel more customers into Whole Foods, which the e-commerce giant acquired last year for $13.7bn. Earlier this month, Amazon announced that Prime members now have access to free two-hour delivery on thousands of Whole Foods items.
“We are excited to launch the Amazon Rewards Visa Card in our stores, offering benefits to our customers on all of their purchases at Whole Foods Market,” said John Mackey, Whole Foods Market co-founder and chief executive, in a statement.
In addition to receiving 5% back on Whole Foods purchases, Amazon Prime Rewards Visa cardholders earn the same percentage back on Amazon.com orders. The card also gives 2% back at restaurants, gas stations and drugstores and 1% back on all other purchases.
Amazon has been slashing prices at Whole Foods since it acquired the upscale grocer in an effort to help it better compete with rivals. Prime members in particular have benefited from the price cuts, which have included discounts on items like turkeys for Thanksgiving and roses for Valentine’s Day.