Amazon.com Inc. is offering new discounts for Prime members shopping at its Whole Foods grocery stores, adding another perk to its membership program after a 20% price hike. 
 
 The online retail giant said it would knock 10% off already discounted items and each week cut prices on other products throughout the store. This week’s deals, for example, include half off wild-caught halibut, buy-one, get-one free 12-pack case of sparkling water and $2.99 for a pound of organic strawberries. 
 
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 FILE - In this Monday, Aug. 28, 2017, file photo, a sign at a Whole Foods Market greets shoppers in Tampa, Fla. Amazon is bringing its Prime membership to Whole Foods, giving members special discounts... (Associated Press) 
 
 FILE - In this Monday, Aug. 28, 2017, file photo, a sign at a Whole Foods Market greets shoppers in Tampa, Fla. Amazon is bringing its Prime membership to Whole Foods, giving members special discounts... (Associated Press) 
 
 NEW YORK (AP) — It's Prime time at Whole Foods: Amazon is rolling out discounts for Prime members at the organic grocer. 
 
 The benefits start Wednesday at stores in Florida and will expand nationwide this summer. Prime members will get an additional 10 percent off sale items and exclusive deals on certain groceries. 
 
 This week in Florida, for example, Prime members can get $2 off a pound of organic strawberries or save $10 a pound on wild halibut steaks. Amazon wouldn't say if it plans to add the benefits to Whole Foods stores in Canada and the United Kingdom. 
 
 Since it bought Whole Foods last year, Amazon.com Inc. has cut prices on some groceries, begun offering same-day delivery to Prime members in several cities and extended its 5 percent cash back Amazon rewards credit card to Whole Foods purchases. But turning its Prime membership into the Whole Foods loyalty program could drive more people to its stores. 
 
 Amazon said last month that it had more than 100 million paid Prime members worldwide. That was before it announced it's raising the price to $119 a year, up from $99. Prime members get fast shipping from Amazon.com and other perks, like access to its video streaming service. 
 
 To show that they're Prime members, shoppers can scan the Whole Foods app at the register or give the cashier their phone number. 
 
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 Contact Joseph Pisani at http://twitter.com/josephpisani
– It's Prime time at Whole Foods: Amazon is rolling out discounts for Prime members at the organic grocer. The benefits start Wednesday at stores in Florida and will expand nationwide this summer, the AP reports. Prime members will get an additional 10% off sale items and exclusive deals on certain groceries. This week in Florida, for example, Prime members can get $2 off a pound of organic strawberries, half off on wild halibut steaks, or buy-one-get-one-free cases of sparkling water. An Amazon VP tells the Wall Street Journal the 10% discount will apply to hundreds or even thousands of items. As for the other specials, "it'll be a good mix of produce, meats, and seafood" each week. To show that they're Prime members, shoppers can scan the Whole Foods app at the register or give the cashier their phone number. Since it bought Whole Foods last year, Amazon.com Inc. has cut prices on some groceries, started offering same-day delivery to Prime members in several cities, and extended its 5% cash-back Amazon rewards credit card to Whole Foods purchases. But turning its Prime membership into the Whole Foods loyalty program could drive more people to its stores. Amazon said last month that it had more than 100 million paid Prime members worldwide. That was before it announced it's raising the price to $119 a year, up from $99. Prime members get fast shipping from Amazon.com and other perks, like access to its video streaming service. Analysts believe the growth rate of Prime membership is slowing as it has mostly saturated wealthier US households; adding benefits like the Whole Foods discounts could encourage some of the 40% of Amazon shoppers who aren't Prime members to join.