If you're a holder of Amazon's Rewards Visa, the card will now offer users the same level of rewards when you shop at a Whole Foods store, just like as if you would shop at Amazon itself. Eligible Prime members will now be receiving a flat five percent bonus on all purchases made at Whole Foods, just like you would online.
By comparison, shopping at other locations that aren't in Amazon's universe would get you two percent back at restaurants, gas stations and drug stores. Everywhere else you will get one percent back.
The thing to keep in mind is that you will receive the five percent bonus only if you're a Prime member. If you're not a Prime member, you will get three percent back. As Amazon continues to bolster its offerings, customers have less reasons to not sign up for the Prime membership that costs $99 per year, of $49 per year if you're a student.