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Whole Foods adds Amazon pop-up shops

Staffed tech stores expand to several new stores for the holidays

Whole Foods Market said it will add in-store pop-up shops featuring the technology products of its new parent company in several stores next week.

Amazon devices such as the Amazon Echo, Echo Dot, Fire TV, Kindle e-readers and Fire tablets are already offered at more than 100 Whole Foods locations. New Amazon pop-up stores, which will be staffed, are slated to open at Whole Foods Market stores in Chicago and in Rochester Hills, Mich., on Nov. 13; Davie, Fla., and Pasadena, Calif., on Nov. 14; and the new Union Station store in Denver on Nov. 15.

Whole Foods and Amazon said they planned to promote several of the devices at $20 to $30 off, starting Thanksgiving week.

The stores will also offer information about Amazon’s Prime membership service and its Prime Video offering.

Karen Short, an analyst with Barclays Capital, in a recent report noted that one Whole Foods store recently had a holiday-themed Amazon Echo display featured prominently near the checkout, with the voice-ordering device priced at $79.99, vs. $99.99 on

“It’s presence seems to be growing ahead of the holiday season,” she said.

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