Kindle with your kale? Amazon to open shops in Whole Foods

The Whole Foods box at a Whole Foods Market in San Francisco California

The online retailer has also been expanding its brick-and-mortar presence: It recently opened shops inside some Kohl's department stores and it has opened a dozen brick-and-mortar bookstores.

The tech giant announced today that it will open pop-up stores at five Whole Foods locations next week.

As holiday season begins, Whole Foods Stores have given their marketing to a different twist, introducing Black Friday offers on all Amazon products and devices, starting a week before Thanksgiving. The new Echo Plus will get a $30 discount, and various Kindle models will also see price cuts of up to $30.

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With Amazon now the owner of the Whole Foods healthy-eating grocery chain, it should come as no surprise that it'd start putting its products on the shelves next to desiccated fruit and quinoa parcels.

Get ready to pick up a Fire TV stick with your organic granola: Amazon will use its newly acquired Whole Foods storefronts to sell Fire TV devices, Echo speakers and Kindle e-readers this holiday season, the company announced Friday. Customers who stop by one of these Pop-Up stores will get the chance to try out some Amazon products in person, as well as learn about Prime if they'd like.

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