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Amazon has begun selling tech products and gifts at selected branches of Whole Foods Market stores.

The online giant has also announced additional discounts on Whole Foods prices to members of its Prime membership service.

Photos recently began appearing on social media of displays in Whole Foods stores of jokily labelled ‘farm fresh’ Echo speakers and Kindle tablets.

The development is in line with predictions that Whole Foods’ new owner would quickly begin to integrate best-selling non-food products into the retail mix in Whole Foods stores.

Separately, the two companies last week announced “new lower prices on additional grocery items and holiday staples” at Whole Foods Market stores, with the deepest discounts saved for Amazon Prime members.

Whole Foods co-founder and CEO, John Mackey, said: “This offer is a sneak preview of the special savings and in-store benefits Prime members can expect when Prime becomes the official rewards program of Whole Foods Market.

“These are the latest new lower prices in our ongoing integration and innovation with Amazon, and we’re just getting started. In the few months we’ve been working together, our partnership has proven to be a great fit. We’ll continue to work closely together to ensure we’re consistently surprising and delighting our customers while moving toward our goal of reaching more people with Whole Foods Market’s high-quality, natural, and organic food.”