Amazon’s Prime program will be featuring more in the Whole Foods operation as a senior member of Amazon Prime shifts attention to the grocery chain. Amazon’s VP for Prime and delivery experience Greg Greeley, is spending more time at Whole Foods and his role at Prime has been taken over by Neil Lindsay, who is Amazon’s Vice President of worldwide marketing.
In a statement, Amazon said that Whole Foods Market is working towards delivering great value to Amazon Prime members and while Greg Greeley has expansive roles in the company he has been given the mandate to drive that agenda. However, the company reiterated that the management at Amazon Prime will remain largely intact with a clear laser attention to broadening the products and services available on the platform including entertainment, transforming it into a rapid service and offering numerous advantages like free shipping.
At Amazon’s earnings release function last week, Brian Olsavsky, the company’s CFO indicated that by the end of the year Amazon Prime should be available across Whole Foods stores country-wide and that the company has began laying out the technical aspects of integrating Prime to become Whole Foods’ customer rewards program.
Greeley’s move therefore gives the clearest indication that Amazon wants full control of that process.
Amazon acquired Whole Foods last year for $13.7 billion and has already included Whole Foods products on its website. Greeley has worked at Amazon for 19 years and has for the past four years been running the Prime program. His stewardship has seen the program become a profitable part of Amazon with membership running into the tens of millions. With benefits like unlimited video streaming, free two-day shipping, online storage space, one-hour delivery option and many others the program has grown to become a lucrative customer loyalty program rivaled by a few.
When Amazon finalized its acquisition of Whole Foods on August 28 last year, the first move was to reduce prices. The initial price reduction targeted several items including creamy and crunchy almond butter, organic avocados, animal-welfare-rated 85% lean ground beef, 365 Everyday Value organic butter, organic large brown eggs, organic baby kale, organic responsibly-farmed salmon and tilapia, organic Gala and Fuji apples, organic rotisserie chicken and Whole Trade organic bananas. The cuts later extended across various items.