After a 20% price hike earlier this year, Amazon is facing more pressure to appease its prime membership as analysts worry about slowing growth.

For example, Amazon recently added in-car delivery for Prime members and a Prime Book Box that offers a curated subscription of children's books at a discount.

But as Reuters points out, the new Whole Foods loyalty program might take some convincing.

Still, Philadelphia-area Whole Foods shopper and Prime member Heather Kincade, 46, is going to need convincing.

Either way, by persistently slashing prices, WFM is pressuring its much larger rivals to consider following suit even as rising fuel costs are contributing to higher expenses.

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