Such a move is a “direct shot” at Amazon Prime, Brett Rose, founder and CEO at wholesale distributor United National Consumer Supplier, told Retail Dive in a recent report.
Walmart’s offer is $120 a year vs. $139 for Prime, “and you get a warehouse club, delivery, streaming, and gas thrown in. On paper Walmart wins the value math easily,” Rose said.
The Retail Dive report frames the move as Walmart pushing back on Amazon’s encroachment into its territory as the eCommerce giant expanded its delivery service in rural America.
Walmart already has a major edge in its physical presence, and this new offer only enhances that, the report said. The company has 4,615 Walmart stores and more than 600 Sam’s Clubs. With a streaming service option included, the membership offering also chips away at a key Amazon Prime perk, the report added.
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However, Rose told the news outlet that this doesn’t mean people will automatically switch from Prime, as consumers patronize both retailers for different reasons.
“A cheaper bundle doesn’t break that overnight and doesn’t create an imminent threat for Q4 holiday shopping,” Rose said. “Amazon has mastered lower prices and literally patented one-click buying. It’s a different shopping experience altogether.”
Meanwhile, research from PYMNTS Intelligence shows that Amazon now captures more spending than Walmart in five out of seven retail categories, broadening its footprint beyond electronics and apparel into health and personal care.
“That breadth gives Amazon several ways to grow as consumers shift more purchases toward goods they can research, order and have delivered without visiting a store,” PYMNTS wrote earlier this month.
Research from the September 2026 PYMNTS Intelligence report, “Amazon Takes Five Categories as Walmart Tightens Its Grocery Grip,” shows that Amazon expanded its spending share in each category tracked during the second quarter. The company’s share of total U.S. retail spending came to a record 9.6%, versus 7.5% for Walmart.
The larger spending picture shows room for both retailers, the report said. Retail’s share of consumer spending stabilized at 31.3%, while categories usually suited to ordering came to 24% of retail spending, compared to 21.1% in 2019. Walmart still enjoyed 21% of food and beverage spending, compared to 3% for Amazon’s, and maintained a lead in auto parts.
“For retailers, the findings offer a useful guide to serving shoppers: make planned purchases easy to order and give regular store visitors reasons to return,” PYMNTS added.
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