Size the amount differently
Prices sit above a standard supermarket. A figure that would be a generous grocery gift at a discount chain is a modest one here.
Either raise the amount, or present it as being for a treat rather than for the weekly shop. Both are honest framings; an amount that quietly covers less than the giver imagined is the outcome to avoid.
Prepared food and the café
Many stores have substantial hot food counters and seating. A card covers those, which makes it usable as a lunch card rather than only as groceries — a genuinely different gift for someone who works nearby.
Worth mentioning, because it is not the first thing people think of.
The Amazon relationship
The chain is owned by Amazon, and the two systems interact in ways that vary by market and change over time — member pricing, delivery through Amazon's services, and which balance pays for what.
Do not assume an Amazon balance pays for a Whole Foods shop, or the reverse. Where online ordering runs through Amazon's platform, the payment rules follow that platform rather than the store.
If the recipient orders online rather than walking in, tell us and we will check which product actually applies.
The usual exclusions
Alcohol where restricted, tobacco, lottery, other gift cards. Standard for the category.
Who it suits
Someone with particular dietary requirements, a keen cook, or anybody you want to give a treat rather than a subsidy. Less efficient than a discount grocer for pure practicality — see grocery gift cards explained.
Asking for one
Country and amount, and whether it is for in-store or online.