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Amazon is going to give 10% off on all sale items at Whole Foods supermarkets along with discounts on selected popular items.

The grocer usually has products in the hundreds on sale at a time, while it also offers weekly huge discounts on a number of its most demanded items. The benefit will expand to all stores nationwide starting this summer.

The shoppers can enjoy the discounts by providing their phone numbers at the checkout or scanning the Whole Foods Market app.

The integration of Whole Foods into the Amazon ecosystem continues Wednesday as the online retail giant extends discounts at Whole Foods to members of its subscription service.

Competition in the grocery market is fierce with leaders being Walmart and Kroger.

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The Whole Foods location in Seattle's South Lake Union neighborhood, just blocks from Amazon's headquarters in Seattle. The more data the company has from its customers, the more it can strategically offer deals when purchases have weakened.

The grocery concept garnered global attention when it was unveiled in late 2016, primarily because the store has no check-out and instead uses a range of intelligent cameras to charge customers automatically when they pick up items and walk out of the store. Mackey previously told Reuters that Whole Foods, which has a roughly 1% share of the fragmented us grocery market, has already seen its basket size - the number of items purchased per transaction - rise since it merged with Amazon last summer.

Membership programs have been among the main focuses for shoppers.

Amazon announced today it will begin offering exclusive discounts to Prime members who shop at Whole Foods - a move that's been expected since Amazon acquired the grocer past year for $13.7 billion, and more recently shut down Whole Foods' rewards program and digital coupons. The move comes less than a year after Amazon announced plans to acquire Austin-based Whole Foods for $13.7 billion.

In a statement, Whole Foods co-founder and CEO John Mackey described the latest initiative as an "amazing opportunity" to sell to more customers at a better price.