Amazon’s attempts to sell its own brand at Whole Foods will clearly extend beyond pop-up stores. For instance Amazon has announced that its deal-serving Treasure Trucks are starting to appear at “various” Whole Foods Market stores across the US, giving Whole Foods shoppers a chance to pick up discounted products ordered through the Amazon mobile app.
The January 30th introductory offer is an Instant Pot pressure cooker. That does seem very appropriate for Whole Foods shoppers. You’ll also get a coupon for $10 to $40 off Whole Foods as well as recipes from Nom Nom Paleo writer Michelle Tam. As you can see, this is about creating a link between Amazon and Whole Foods. Once you do that, you link them in the customer’s mind as well. This leads to more Whole Foods shoppers buying from Amazon and vice versa.
We don’t know how long these truck appearances will last. They may just continue indefinitely. Right now at least, Amazon wants to remind everyone that it owns Whole Foods, and it will likely drive that point home as long as it remains profitable to do so. I think we can expect to see them show up for quite a long while yet.