What's New For Amazon's Prime Day? Deals At Whole Foods

Amazon’s Prime Day deals are coming to the aisles of Whole Foods as the online retailer seeks to lure more people to its Prime membership after a recent price hike.

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This year’s sales event, which starts July 16, will be six hours longer than last year’s and will launch new products. Amazon hopes to keep Prime attractive for current and would-be subscribers after raising the annual membership fee by 20 percent to $119 and to $12.99 for the month-to-month option. Outside of Prime Day, Amazon has added special discounts for Prime members at its more than 460 Whole Foods U.S. stores and has been adding new TV shows and movies on its video streaming service.

“They want Prime to be a must-have membership,” says Suzanne Tager, who heads Bain & Co.’s retail and consumer products practices.