Amazon Prime members can now get 5% back at Whole Foods

Amazon Squeezes More Benefits Out of Whole Foods

In addition to the Amazon and Whole Foods rewards, cardholders get 2 percent back at restaurants, gas stations and drugstores and 1 percent back on all other purchases. Now it looks like they might have come up with a way.

When Amazon purchased Whole Foods for $14 billion past year, it promised that the Prime shipping and entertainment membership program would become the loyalty program of Whole Foods, too. Tuesday announced that its Prime members can earn 5% back on Whole Foods Market purchases when using Amazon Prime Rewards Visa Card.

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For some Amazon customers, the company's Whole Foods acquisition is the gift that keeps on giving.

These sorts of issues are still being worked out, and could impact store sales in ways that a new cash back card can't address. Then earlier this month two-hour food deliveries were introduced. The card was not Amazon's first entry into the payments space, though others before it had focused on purchases, and not shopping offline. In August, Amazon cut prices of some Whole Foods bestsellers by as much as 43 percent. By making this change, Amazon has aligned the Whole Foods rewards with those offered on Amazon purchases. Amazon also likely saves some money on credit card fees when Whole Foods customers pay with one of its branded cards than with another credit card. But last December, reports surfaced that some of those prices had inched higher. The e-commerce giant has also started selling Amazon Echo devices inside Whole Foods stores.

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