Just a few years after launching its own loyalty program and digital coupons, Austin, Texas-based Whole Foods Market Inc. sent a notice to customers that it is ending as of May 1.

The move comes as the company begins integration of Amazon Prime loyalty features in its stores.

In an email sent April 16, the company said it had “new exciting things on the horizon,” so it is “retiring some of the old to get ready.”

Changes include:

  • Loyalty members will no longer be able to access their WholeFoodsMarket.com account after May 1.
  • Digital coupons will no longer be accessible from the Whole Foods Market app or on WholeFoodsMarket.com.
  • Existing rewards are not redeemable after May 1, and rewards membership accounts will no longer be active as of May 2.

The company set up a FAQ section on its site to further explain changes.

The company originally launched its rewards program in 2014 in Philadelphia before expanding nationwide.

Co-founder and CEO John Mackey said recently the company is launching more Amazon Prime features in-store, and has already piloted Amazon Prime discounts in-store, cash back with affiliated credit cards and grocery delivery in select markets.

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