To spice up the holidays, Amazon is setting up branded pop-up stores at limited Whole Foods locations across California, Florida, Colorado, Illinois and Michigan. The shops, to be unveiled mid-November, will be manned by Amazon staff and will showcase Amazon devices and services. Shoppers will therefore have an opportunity to understand the offerings from Amazon including memberships and even being able to try out devices.
Whole Foods revealed last week that over 100 of its locations stock Amazon devices. The devices available in these stores range from Kindle e-readers, Fire TVs, Fire tablets, Echos and Echo Dots.
The company also disclosed that in the week before Thanksgiving, the grocery chain will unveil Black Friday deals targeting Amazon products with huge discounts on various items. Some of the deals announced are; $30 off the new Echo Plus, $30 off Fire HD 8 tablet, $20 off the new Amazon Echo and $20 off the Echo Dot.
When Amazon acquired Whole Foods for $13.7 billion in August, the first move was to reduce of prices on a range of items across the chain. It also made clear the intention to integrate its programs like Amazon Prime into the grocery chain to enable members receive special savings and in-store benefits. Growth in Amazon’s grocery business is evident with the third quarter earnings report indicating sales of $1.3 billion from Whole Foods.
Last week’s announcement of the pop-up stores is an indication of the continued leverage that Amazon is enjoying with the brick-and-mortar presence of Whole Foods. Whole Foods locations for example can also be used to process Amazon returns. The e-commerce giant has also set up Amazon lockers at Whole Foods stores. Customers use these lockers to pick their online orders.