Made your big grocery store run for next week's feast yet? Amazon hopes you'll grab your organic turkey from Whole Foods--and of course the stuffing, cranberries, pumpkin filling, and all the other fixings while you're at it.

To lure customers in to shop, they've just dropped prices on turkeys. Organic turkeys are now $3.49/lb. and no antibiotic turkeys are $2.49/lb. But that's not all. If you're a Prime member, you get an even steeper discount--50 cents extra off per pound. Prime members get $2.99/lb. organic turkeys and $1.99/lb. no antibiotic turkeys.

That's where the catch lies. Customers with Prime membership get a better discount on their holiday turkeys. For a 15-pound bird, you'll save $7.50. But that's nothing compared to what Amazon gets out of the deal: Data on what you're buying at Whole Foods. Amazon gets to start amassing a Rolodex of your grocery shopping behavior.

From many of Amazon's recent moves--such as their futuristic grocery store trial--it's clear that Amazon is hungry for data on consumers' grocery shopping habits. By evolving Prime membership into a rewards program at Whole Foods, they've got it made. If they begin to roll out Prime-exclusive discounts on more items, Amazon's all-knowingness about what you buy will only continue to expand.

Amazon already knows what TV shows Prime members watch, what music they listen to, and of course what they buy online. Now they'll be able to capture data on what you eat.  

"These are the latest new lower prices in our ongoing integration and innovation with Amazon, and we're just getting started," Whole Foods co-founder and CEO John Mackey said in a press release.

You can pre-order your turkey online and pick it up at your local Whole Foods store. If you're shopping in-store, look for the orange stripe that says "Special Savings" to find the discount-eligible turkeys. Already bought your turkey and paid full price? You can get reimbursed for the difference in Whole Foods store credit. Take your receipt to the store where you purchased your turkey to get your credit. ​

Published on: Nov 16, 2017