Is Whole Foods Driving Prime Membership Growth?

When Amazon bought Whole Foods a year ago, a common theory behind the rationale was that Prime could drive traffic to Whole Foods through membership deals. But are long-time Whole Foods shoppers who are not Prime members also more likely to join Prime because of those deals?

Per a survey from consumer research firm InfoScout, it appears that for many, the answer is yes.

InfoScout notes:

In addition to analyzing purchase data from Prime member shoppers, we fielded an InfoScout survey to understand how 1,006 long-time Whole Foods shoppers (people who had made Whole Foods purchases both pre- and post-Amazon acquisition) perceived the changes taking place in-store.

Of the surveyed shoppers, 11.2% claimed not to be Prime members, but 64.6% of those non-Prime members said they were considering Prime membership. The top reason for considering Prime? Access to in-store Whole Foods discounts (68.5%), followed by ease of shopping on Amazon (63%), and ability to get Prime shipping on Amazon (61.6%). The in-store discounts are clearly working toward Amazon’s ultimate goal – driving more Prime memberships.

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