Amazon Hawking The Echo At Select Whole Foods Market Locations

Amazon didn’t take long before getting its popular Echo speaker in front of Whole Foods Market (WFM) customers, already rolling it out in some stores around the country.

According to a news report in TechCrunch, Amazon has created displays for selling the voice-activated personal assistant Alexa-powered Echo speaker in select WFM locations. Some of the signage spotted by TechCrunch calls the device “farm fresh” and the “pick of the season.”

A spokesperson for Whole Foods confirmed to TechCrunch that the Echo was on sale in select stores. The report noted the price for the Echo and the Echo Dot are being discounted with the standard going for $100, $80 less than normal value, and the Echo Dot priced at $45, a roughly $5 discount.

Speculation is abounding that Amazon is gearing up to launch new versions of its popular speakers and thus liquidating inventory through the Whole Foods display discounts. While the devices are part of its back-to-school sale, they are reportedly selling for the discount whether a student is purchasing them or not.

The eCommerce giant hasn’t said which other of its products consumers will soon be able to purchase at Whole Foods beyond groceries, although the company has said it will locate lockers in some of the WFM stores through which consumers can pick up and return items purchased online. Amazon is also slashing prices on popular food items to celebrate the closing of its acquisition deal.

“We’re determined to make healthy and organic food affordable for everyone,” Jeff Wilke, CEO of Amazon worldwide consumer, said in a press release announcing the closing of the Whole Foods acquisition deal.

When announcing the completion of the WFM deal late last week, Amazon said it was already integrating its Prime subscription program into Whole Foods’ point of sale system. Prime members will receive the same discounts at the supermarket they are used to receiving online.