5% back at Whole Foods using the Chase Amazon card vs 3% back without Prime. $119 annual Prime membership pays for itself after just $5,950 of Whole Foods shopping. :-)
When I say "careful about sourcing", I mean that a good percentage of what I buy comes directly or nearly directly from local farms. It costs more than the random grocery store stuff from large distributors. I can afford it so I don't mind and the markup isn't crazy.