Amazon Prime Day Will Take A Bite Out Of The Food Sector As Whole Foods Is Included Inc. is including Whole Foods Market in its annual Prime Day shopping event this year, a move that will put pressure on grocers along with other retailers.

Amazon said Prime Day, which will last 36 hours starting on July 16 at 3 p.m. ET, will include seasonal discounts for members as well as previously announced discounts. Amazon said it was acquiring Whole Foods in June of last year, so the natural and organic grocer wasn’t included in the Prime Day 2017 event.

“With Whole Foods now in the picture, we expect Prime Day promotions to extend deep into the food sector, pressuring food retailers for the first time,” said Charlie O’Shea, Moody’s lead retail analyst.

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