The move gives Amazon, which bought Whole Foods this summer, another place where shoppers can touch or try out its gadgets during the holiday shopping season.
The Journal further reported that "analysts, investors and rivals are closely watching Amazon's efforts in rapid-delivery and physical retail, and in particular how it integrates Whole Foods".
Having acquired Whole Foods in a deal worth $13.7bn, announced back in June, Amazon will now take advantage of the brand's numerous stores across the United States throughout the holiday season by rolling out seasonal pop-up shops.
She did not disclose a specific date for the rollout but said they would appear before Black Friday - Nov. 24 this year. About 100 other stores will also have the devices available for sale.More news: Oh no! Prime Minister Abe tumbles into bunker during round with Trump
According to the report released on Thursday, about hundred or even more Whole Foods Stores sell Amazon products and devices like Echo, Kindle e-readers, Echo Dot, Fire tablets as well as Fire TVs. Additionally, Amazon pop-up shops will appear at five Whole Foods locations in the next week.
Whole Food's pre-Black Friday deals include $20 off the Echo Dot, $20 off the new Amazon Echo, and $30 off Kindle Paperwhite.
Amazon, not surprisingly, is positioning its smart speakers as a convenient way to get recipes and more for the upcoming Thanksgiving holiday.