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Amazon Treasure Trucks are hawking their wares at Whole Foods

The company couldn't resist some cross-promotion.
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Patrick T. Fallon/Bloomberg via Getty Images

Amazon's attempts to pitch its own brand at Whole Foods will clearly extend well beyond pop-up stores. The internet retailer has announced that its deal-serving Treasure Trucks are starting to appear at "various" Whole Foods Market stores across the US, giving you a chance to pick up discounted products (ordered through the Amazon mobile app) while you're shopping for produce. This isn't just about advertising Amazon, though.

The January 30th introductory offer is an Instant Pot pressure cooker. Rather appropriate for a Whole Foods location, don't you think? However, you'll also receive a coupon for $10 off $40 a Whole Foods purchase as well as recipes from Nom Nom Paleo writer Michelle Tam. As such, this is more about creating a harmonious link between Amazon and Whole Foods than promoting one or the other.

There's no mention as to if or when the truck appearances will wind down. We've asked Amazon for more details about the campaign. It wouldn't be shocking if these continued indefinitely, mind you. Amazon wants to remind everyone that it owns Whole Foods, and it will likely drive that point home as long as it can.

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