Whole Foods Rewards Are Going Away—Here's What You Need to Know
Just over a year after its launch, Whole Foods is shuttering its Rewards program which offered frequent shoppers coupons and discounts on the grocery chain's products. The move is part of a wave of shifts in focus and strategy for the supermarket brand after its takeover by online retailer Amazon earlier last year. Starting May 2, 2018, all Whole Foods Rewards discounts, digital coupons, and online accounts will no longer be valid and deleted. Customers have until May 1 to redeem all rewards perks.
Current Whole Foods Rewards enrollees received an email yesterday informing them of the program's cancellation. Additionally, Whole Foods updated its website with an FAQ section to address concerns raised by the discontinuation. "Thanks for participating in our Rewards Pilot Program and Digital Coupons through our mobile app," the website states. "Starting May 2, 2018, we’re retiring the Rewards Pilot Program, Digital Coupons within our mobile app and website, as well as in-store loyalty programs such as Whole Body Benefits."
All Whole Foods Market online accounts will be rendered inactive as well. That means if you've been using your Whole Foods account to store recipes and shopping lists, those will disappear come May 2, but can be downloaded before then as .pdf files, according to the Whole Foods website. The Whole Foods Market app itself will continue to work, showing locations and hours.
With the removal of the Rewards program, Whole Foods fans' only option for saving a few bucks is to hit up the expanding 365 store locations, which offer limited selection and lower cost items. Additionally, under Amazon's umbrella, prices on many items dropped immediately after the official takeover took place.
So are Whole Foods Rewards going away entirely? Not quite. Under Amazon's ownership, a new slate of Whole Foods perks will become available to Amazon Prime members, including as much as a 10% discount. As the Rewards page repeats over and over throughout the FAQ, "Stay tuned for additional announcements for Amazon Prime members."