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Walmart Marketing

Walmart emulates Amazon Prime membership with Walmart+


By John Glenday, Reporter

February 28, 2020 | 2 min read

Walmart has mounted a rearguard action to claw back lost market share from Amazon with the launch of Walmart+, a paid membership programme which bears an uncanny resemblance to Amazon Prime.


Walmart takes on Amazon prime at its own game with Walmart+

After finding itself on the ropes amid Amazon’s remorseless rise Walmart is playing to its strengths in bricks and mortar retail by rebranding its Delivery Unlimited business, which offers same-day grocery deliveries in return for a $98 per year subscription fee.

That isn’t the end of the story however with Walmart seeking to improve its prospects further with the implementation of new facilities such as the ability to place orders by text message, with other bonuses such as fuel and pharmacy discounts and a Scan & Go service equipping members to skip check-out lines.

Public testing of the new programme is expected to begin as early as next month even though the retailer remains vague about precisely what the finished package will offer, with Walmart seemingly keen to test the waters first to find what has the greatest appeal to shoppers.

Walmart has been steadily eclipsed by Amazon, which now accounts for 40% of all online retail sales in the US while Walmart languishes in distant second place with just over 5%.

Walmart has long been gearing up for a titanic Amazon clash as evidenced by its acquisition of Polymorph Labs as part of efforts to bolster it sin-house advertising business.

Walmart Marketing

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