https://www.cnbc.com/2017/08/24/the-discounts-at-whole-foods-could-help-solve-amazon-primes-biggest-headache.html

Despite its massive success, Amazon Prime hasn't been able to solve one nagging problem: its heavy concentration in high-income households.

But Amazon's decision to lower prices at Whole Foods could help draw more lower and middle income people to its Prime program, as they will feel more compelled to check out the grocery store — and ultimately find out about the many benefits of the Prime program.