Amazon announced new incentives for its Prime members on on Wednesday aimed at getting them to shop at high-end Whole Foods grocery stores, which the company acquired last year.

Amazon offered Prime members an extra 10 percent discount on the hundreds of items already on sale throughout the store, and said that it will provide deep discounts weekly on best-selling items.

“That’s significant,” Whole Foods CEO John Mackey told Fortune. “What we’ve seen is when we do special deals for Prime members, we get a lot of traffic.”

The benefits will be available at Whole Foods locations throughout Florida beginning on Wednesday. Floridian Prime subscription service members will receive $10 off per pound on halibut and $2 off organic strawberries, for example. The program will be rolled out nationally this summer. —and will roll out the program nationally this summer. To receive the discounts, Prime members will scan a Whole Foods app at checkout.

In an effort to integrate Amazon and Whole Foods, and to further immerse Prime members in the program, Amazon has been offering perks for its Prime members in Whole Foods since it acquired the grocery chain last summer. Such perks include free two-hour delivery from Whole Foods through its Prime Now service in 10 cities, the location of Amazon lockers for package pick up at Whole Foods and the availability of Amazon products in stores.

By offering price cuts at Whole Foods, Amazon is seeking to help the grocer shake its reputation as an expensive place to shop. “We’re going to to become increasingly more price competitive,” said Mackey. “That’s something that’s been a long-time dream of mine. Our merger with Amazon is helping to make that a reality.”