Image: Denver Post via Getty Images

Whole Foods shoppers will soon be able to pick up Kindles and Fire TVs with their kale and Fiji water.

Amazon said Thursday it will sell its full line of electronics at more than 100 supermarkets this holiday season, including tablets, e-readers, home assistants, and televisions. 

It also plans to open several pop-up stores at select Whole Foods locations, where shoppers can test Alexa-enabled devices and learn about Prime memberships.

The move doesn’t come as much of a surprise. Amazon likes to use its brick-and-mortar stores as marketing fronts for its gadgets, and execs said on an earnings call last week to expect to see more of Amazon’s influence creeping into the stores. 

Amazon recently released a host of new devices, including several new Echo models and an updated version of its Fire TV, and it will likely be pushing them hard.

The company has already been selling its line of voice-activated speakers at Whole Foods stores since Amazon officially took over in August after sealing a $13.7 billion-dollar deal.

The online shopping giant is making its mark on the organic grocery chain in other ways as well. It’s in the process of rolling out a system that will make its Prime program the official rewards service for promotions and discounts. And Amazon lockers and delivery pick-up points have begun to appear at various locations.

Amazon also extended its growing brick-and-mortar network through a deal it signed with Kohl’s this fall. The partnership allows Amazon to sell its gadgets in the chain’s stores and facilitate free returns for online purchases. 

Moves like these prove that the marketing value of physical display space remains strong, even at a time when more shoppers than ever are moving online.

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