UPDATE: Whole Foods Is Giving Discounts to Amazon Prime Members TODAY

UPDATE: Today is the day! All Whole Foods stores should have discounts available for Prime members now. See our original coverage of this story below.

It's official: Amazon Prime members will receive special discounts at Whole Foods. This perk is certainly a welcome change after the recent Prime price increase. But will it be enough to convince members to keep their subscriptions?

Whole Foods Debuts New Loyalty Program

Amazon hasn't been shy about offering special discounts to members since the online giant purchased Whole Foods last year. We've seen several Prime-only perks in the past, such as a Thanksgiving turkey coupon and savings on tulips for Mother's Day.

Now the grocer has launched a new loyalty program that offers even more savings for Amazon Prime members. Shoppers who are part of both programs will be able to save an extra 10% on select items throughout the store, as well as taking advantage of other "special deals."

That extra 10% could have a big impact. After the Prime discount, Morgan Stanley analysts estimate that around 8 million Whole Foods customers could find it cheaper to shop there than at conventional grocers.

When Do Prime Discounts Come to Whole Foods?

Currently, these benefits are only available to Florida residents. However, Whole Foods plans to officially roll them out to other stores beginning this summer.

A Whole Foods store in Austin, TX, posted signs in March that stated Prime members could receive a 10% discount, according to CNBC. One banner informed shoppers that blue signs noted special deals for Prime members, while another said a 10% discount applied to "hundreds of sale prices."

This discount wasn't official, and the signs didn't stay in place for long. They were displayed late on a Wednesday, and by the next morning, they'd already been removed. The program was denied at the time.

Other Whole Foods Perks Are Already Here

Amazon is already offering 5% cash back at Whole Foods for Amazon Prime Rewards Visa cardholders, as well as 3% back for shoppers with the non-Prime version of the card. This new 10% discount on top of those perks could provide a huge incentive to cardmembers.

SEE ALSO: Amazon Prime Benefits You May Not Know About

The online retailer has also introduced Whole Foods Prime Now for free 2-hour delivery in select areas, along with lockers for package pickup in many Whole Foods stores.

Readers, does this Prime member discount change your view of Whole Foods and Amazon Prime? Does it make you want to keep (or get) a Prime membership? Let us know in the comments below.