Amazon to Start Selling Kindle, Fire, and Other Devices at Whole Foods

You may see more of Amazon inside Whole Foods soon: The online retailer, which has already been selling its voice-activated Echo speakers at Whole Foods, will start to sell Kindles, Fire tablets and other Amazon devices at its grocery stores.

The move gives Amazon, which bought Whole Foods this summer for $13.7 billion, another place where shoppers can touch or try out its gadgets during the holiday shopping season. As part of Amazon's putting its stamp on the grocer, Whole Foods stores displayed promotions for Amazon's Echo speaker in tongue-in-cheek fashion, with signs reading "Farm Fresh" and "Pick of the Season."

When reporting its earnings last month, Amazon revealed that its Whole Foods acquisition had helped beat expectations on Wall Street. It added that Whole Foods provided $1.3 billion in revenue and $21 million in operating income for the company.

To recall, Amazon had announced it would cut prices at Whole Foods - which had acquired a reputation for requiring a 'whole paycheck' - as soon as the acquisition was final. That was exactly what it did, much to the delight of consumers and chagrin of competitors.

Amazon has been expanding its brick-and-mortar presence: It recently opened shops inside some Kohl's department stores and it has opened a dozen brick-and-mortar bookstores.

The Seattle-based company says that Whole Foods stores in Chicago; Denver; Rochester Hills, Michigan; Davie, Florida; and Pasadena, California, will open Amazon pop-up stores next week. About 100 other stores will also have the devices available for sale.