Many had wondered what Amazon’s endgame was when it decided to acquire Whole Foods for more than $13 billion and it’s gradually being apparent how the company is tying in the retailer’s customers to its services. An email has been sent out to Whole Foods customers informing them that the company is shutting down its digital coupons, rewards program, and even customers’ online accounts next month and folding all of that into Amazon Prime.

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Whole Foods is going to sunset its rewards program on May 2nd. It has informed customers in the email that any and all unused rewards will not be rolled over to Amazon Prime so they should redeem their rewards before the service officially ends on the aforementioned date.

“Stay tuned for additional announcements for Amazon Prime members,” Whole Foods says, which suggests that the company is now going to fold all of this into Amazon Prime.

Amazon has gradually made its mark felt at Whole Foods locations. It has been selling Echo speakers at the stores and has even started offering discounts to Amazon Prime members who shop at Whole foods.

With more than 100 million Amazon Prime members, this will be yet another way that the company provides more value to its Prime subscribers.

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