Walmart, With a Side-Eye to Amazon, Offers Discount on Walmart+ Membership

One-day offer comes as Amazon-owned Whole Foods begins $9.95 delivery charge nationwide
Photograph courtesy of Walmart

Walmart is looking to add to its Walmart+ membership ranks by offering $9.95 back for new members for one day only.

The discount is valid only for those signing up for a new Walmart+ membership through 11:59 p.m. PT on Oct. 25; the one-day offer coincides with the nationwide launch of a $9.95 delivery fee for orders from Whole Foods Market, owned by Walmart archrival Amazon.

Whole Foods implemented a $9.95 delivery fee for all orders in select markets over the summer; previously, Amazon Prime members received free delivery from Whole Foods stores on orders of $35 or more. Prime members still get free delivery from Amazon Fresh grocery stores with a $35 order minimum.

Walmart's year-old Walmart+ membership program likewise offers free delivery for orders of $35 or more. Orders below that minimum carry a $5.99 delivery fee.

"Customers deserve a grocery delivery service that won’t leave a Whole in their wallet for delivery fees," a Walmart press email stated.  

Walmart Inc.'s efforts to make a dent in Amazon's membership dominance have included competitive pricing—a Walmart+ membership costs $98/year or $12.95 a month, vs. Amazon's $119 a year or $12.99 a month—as well as fuel discounts at select Walmart, Sam's Club, Murphy USA and Murphy Express. Both retail powerhouses have launched new prescription-savings programs in the past year: Amazon debuted Amazon Pharmacy in November 2020, and Walmart introduced Rx for Less for Walmart+ members in June.

Walmart also last week announced that Walmart+ members will have early online access to the Bentonville, Ark.-based retailer's Black Friday Deals for Days events in November. 



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