Amazon-owned Whole Foods debuted a loyalty program on Wednesday that offers special discounts to Prime members, including 10 percent off hundreds of sale items and rotating weekly specials. "The new loyalty strategy will test whether Amazon's $13.7 billion deal for Whole Foods brings much-feared disruption and an intensified price war to the $800 billion U.S. grocery industry dominated by Walmart and Kroger," reports Reuters. From the report: Those perks are available now in Florida and will roll out to all other stores starting this summer. Amazon previously announced free two-hour delivery from Whole Foods stores for members of Prime, its subscription club with fast shipping and video streaming. The new perks could make Whole Foods cheaper than conventional grocers for about 8 million of its customers who already subscribe to Amazon Prime, according to Morgan Stanley analysts. Prime members scan an app or input their phone numbers at checkout to receive the discounts.