These are the companies Amazon owns

Amazon just sent a clear signal that will Whole Foods is actually ground zero in its plan for world domination.

On Wednesday, the online retailer announced that will Amazon Prime members would likely get one more 10% off sale items when they shop at Whole Foods.

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The discount will apply to hundreds of products throughout stores. To cash in, shoppers just need to sign into Prime on their Whole Foods app, in addition to also then scan the app at checkout.

The strategy here is actually clear. Amazon (AMZN) wants to get more Whole Foods shoppers to join Prime. in addition to also more importantly, This specific wants to get more Prime members into Whole Foods.

“Maybe grocery is actually to Amazon from the next decade what books was from the ’90s,” said Michael Pachter, an analyst at Wedbush.

Related: Amazon’s Alexa is actually the biggest challenge for brands since the internet

There are more than 100 million Amazon Prime subscribers around the globe. At least 60 million subscribers are from the United States, Pachter estimated.

Amazon — aided by Prime — features a lock on sales of all types of products. yet This specific’s still a tiny player when This specific comes to groceries.

Right at This specific point, Whole Foods accounts for about 2% of US grocery sales, Pachter said. that will leaves a ton of room for growth.

“Amazon features a relationship with [about 60 million households] from the US, in addition to also [these people] are definitely big consumers,” Pachter said. “Why not drive their traffic into Whole Foods?”

The completely new 10% discount follows additional promotions aimed at encouraging Prime members to do their grocery shopping at Whole Foods. Earlier This specific year, Amazon gave Whole Foods shoppers who use the Amazon Prime Rewards Visa card 5% cash back on purchases.

The perks are likely to keep coming, said Jim Fosina, CEO of Fosina Marketing Group, a marketing firm for subscription services.

“I think you’re going to see much more of Amazon using Whole Foods to become the dominant provider of grocery,” he said.

Related: How Amazon made Prime indispensable

Amazon’s completely new discounts will also help court completely new Prime subscribers. Step by step, This specific’s hammering home the message: If you shop at Whole Foods, This specific makes less in addition to also less sense to do so without Prime.

“Amazon’s goal is actually to raise Prime membership,” said Scott Neslin, a marketing professor at Dartmouth’s Tuck School of Business. “They believe This specific locks from the customer in addition to also induces them to buy more via Amazon.”

There’s probably already substantial overlap between Whole Foods shoppers in addition to also Prime households, according to Wedbush’s Pachter. (This specific’s hard to know for sure, since Amazon is actually notoriously cagey about sharing company statistics.)

Still, any subscriber pickup is actually a not bad thing for Amazon. The company recently raised the cost of Prime to $119 per year, up via $99 per year, explaining that will the service has been adding completely new perks.

The growing number of Whole Foods discounts only boosts Prime’s value proposition.

“At some point, the Amazon Prime membership may become as critical to the consumer as their cell phone in addition to also data plan,” Fosina said. “that will’s what I believe Amazon is actually aspiring towards.”

sy88pgw (completely new York) First published May 17, 2018: 12:00 AM ET