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Amazon announced yesterday that its Treasure Trucks “will pop up at various Whole Foods Market locations across the country with new offers and incentives.”

The company describes its Treasure Truck as handpicking and stocking “new, trending, local, or delicious items,” and then cruising around a community “spreading joy for everyone with a smartphone and an appetite for fun.”

For example, “Customers who purchase the Instant Pot from the Treasure Truck through the Amazon App will be treated to a $10 off $40 purchase coupon at Whole Foods Market. And for some culinary inspiration, customers will receive recipes from Feed Your Resolution influencer, author and creator of Nom Nom Paleo Michelle Tam. Customers can stop by for some Treasure Truck fun, pick up their Instant Pot order, coupon, and recipe cards.”

And then, Amazon hopes, those customers will go into the Whole Foods store and buy the products for which they have received coupons … and more.

Amazon says that “customers can sign up for offer-day notifications to be among the first to find out #WhatsOnTheTruck in their city.” GeekWire notes that “after staying close to home for more than a year, Amazon’s Treasure Trucks now roll around 25 markets across the U.S. Amazon didn’t say if the new tie-in with Whole Foods will lead to further expansion of the Treasure Truck program or which of the 470 Whole Foods stores the trucks will go to.”
KC's View:
These are the kinds of things that I think we can expect more of from Amazon, as it seeks to infuse a little of its own entrepreneurial secret sauce into the Whole Foods universe. It is very smart, and can create a different kind of organic excitement.