Amazon devices to be sold at Whole Foods locations around the country

Amazon devices to be sold at Whole Foods locations around the country”

The grocery chain announced Thursday that now more than 100 Whole Foods stores carry Amazon devices, such as the Echo, Echo Dot, Fire TV, Kindle e-readers and Fire tablets.

The Seattle-based online retailer, which acquired Austin-based Whole Foods Market Inc. in August, announced Thursday that it will start selling its products at 100 Whole Foods stores across the country. Steve Kessel, a veteran lieutenant of Amazon Chief Executive Jeff Bezos, is now responsible for the physical retail and fast-delivery operations for the two, as well as for Prime Now and Amazon's physical book and convenience stores, according to The Wall Street Journal, which cited several people familiar with the situation. Soon after, he went on a sabbatical, returning in 2015 and heading up an effort to reimagine the in-store experience.

Amazon has struggled in recent years to make its grocery business work. Prices aren't marked; instead, customers scan bar codes with their phones, which allows Amazon to study how they browse. Additionally, Amazon pop-up shops will appear at five Whole Foods locations in the next week.

Last year, Amazon opened a few pop-up shops in malls.

The e-commerce giant, which bought Whole Foods Market earlier this year, will be rolling out Amazon-branded pop-up stores inside the grocery locations by the end of the year, including in a number of Bay Area stores. Currently Whole Foods partners with grocery-delivery service Instacart.

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