Courtesy of Amazon

The retail giant certainly knows how to attract attention.

Mike Pomranz
January 30, 2018

Everyone knew that things were going to change for Whole Foods once Amazon took over. The buyout came with possiblities like lower prices, better online access to Whole Foods products, and maybe a more down-to-earth attitude for the upmarket grocer in general. But a traveling “Treasure Truck” handing out deals on pressure cookers? That one is a bit more unexpected.

Today, Amazon and Whole Foods announced that, in a bit of traveling cross-brand promotion, Amazon’s Treasure Truck would be making stops at various Whole Foods locations across the country. Treasure Truck isn’t  new: The concept first launched in February 2016, promising to “hand-pick our favorite new, trending, local, or delicious items, load them on the Truck, then cruise around town spreading joy for everyone with a smartphone and an appetite for fun.” To put it more simply, the truck offers one deal each day, which Amazon customers can be alerted on via text message; from there, you can purchase whatever the item is through the Amazon app and pick it up from the truck, wherever it may be. About two dozen cities are a part of the Treasure Truck program.

As far as the Whole Foods component of Treasure Truck, well, if today’s first deal is any indication, it would appear that these offers will come with a bit of a culinary component. The truck is featuring an “Instant Pot Duo Mini 3 Qt. 7-in-1 Multi-Use Programmable Pressure Cooker” for $48.99 – 30 percent off – which also comes with a $10 off $40 purchase coupon for Whole Foods, along with “recipes from Feed Your Resolution influencer, author and creator of Nom Nom Paleo Michelle Tam.”

However, outside of today’s deal, Amazon’s announcement on the new collab was extremely vague on any other details of the Treasure Trucks’ Whole Foods expeditions, only saying that it “will pop up at various Whole Foods Market locations across the country with new offers and incentives.” But heck, you needed vegan hamburger patties and craft beer anyway: You might as well sign-up to see if you can get a cheap pressure cooker out of your trip to the grocery store.