Amazon is investing $230 million in higher pay, benefits, and college perks for more than 100,000 Whole Foods workers—bumping up hourly pay to $21

Companies are looking to lure in talent with beer on tap and nap pods—but Amazon is spending big on worker pay.

The $2.73 trillion tech giant recently announced that it’s pouring $230 million into higher pay and expanded benefits for more than 100,000 U.S.

Whole Foods employees.

Starting September 28, hourly workers will receive a pay raise that puts the average store wage to more than $21 an hour.

Amazon, which acquired the upscale grocery chain in 2017, said that this is one of “the most significant investments” in its U.S.

Whole Foods workers ever—and their benefits are getting a huge boost, including expanded health coverage and family-building benefits.

New perks for workers will increase average total compensation to around $29 hourly.

“Every year, my leadership team and I visit Whole Foods Market stores across the country to hear directly from team members about what’s on their minds,” Jason Buechel, VP of Amazon Worldwide Grocery, said in the press release.

“Those conversations matter deeply to me, and I leave each visit with a list of ways we can make things better—from improving a process to making bigger investments in team members’ growth and happiness.” Fortune reached out to Amazon for comment.

U.S.

Whole Foods workers are getting college perks and Amazon Prime Beyond cold hard cash, Amazon is revamping the perks of working at the grocery store giant.

And with all the new investments, the total value of benefits available to full-time team members is rising more than 75%.

“They want a clearer path for their pay to grow, more comprehensive health coverage, and expanded benefits for part-time roles,” Buechel explained.

Starting January 1 2027, U.S.