Walmart Challenges Amazon Prime with Walmart+ Growth and Affluent Shoppers
Walmart is aggressively pursuing Amazon's affluent customer base through Walmart+, its membership program priced at $98 annually versus Prime's $139. The service bundles faster grocery delivery, discounted premium brands like Rao's sauce and Topo Chico, and free Peacock streaming. E-commerce now represents 18% of Walmart's revenue, with sales exceeding $100 billion last fiscal year and growing 20% in Q4—four times the pace of overall sales. Walmart+ membership has reached approximately 30 million U.S. subscribers, up 29% recently, while Amazon Prime holds 201 million subscribers with only 3% growth. About 25% of Americans now subscribe to both services.