Prime members will get major discounts and perks, perhaps enough so that Amazon won't profit much from its in-store sales to them. Whole Foods nothing more than a distribution center? Chances are the company will also begin offering Prime members free in-store pickup for Whole Foods orders placed online, thus allowing Amazon to take on Walmart's increasingly popular pickup services. And if Whole Foods' current deal with Instacart doesn't get in the way, reasonably-priced grocery delivery services could be on the way. The fact that there's almost certainly very high overlap between Whole Foods' customer base and Prime's guarantees that such initiatives would see strong uptake. Along the way, Amazon might start using the additional scale and reach provided by Whole Foods' 460-plus physical grocery stores to grow its fulfillment services business with grocery suppliers looking for a partner to help distribute both online and to physical stores.