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Walmart Chips Away at Amazon’s Lead in a Key Area: Wealthy Online Shoppers
- Walmart+ members include households making $150,000 a year
- Amazon Prime shoppers skew older than Walmart+ members
Walmart fulfillment center in Bethlehem, Pennsylvania.
Photographer: Michael Nagle/BloombergThis article is for subscribers only.
Walmart Inc.’s online subscription service is narrowing the gap with Amazon.com Inc. in a key demographic: affluent shoppers.
Launched in 2020 as a competitor to Amazon Prime, Walmart+ is resonating with higher-income households eager to fend off inflation. At $98 a year, Walmart+ costs $41 less than Prime and offers many of the same perks, such as shipping discounts and video streaming. Walmart’s subscription service also has benefits Amazon can’t match, including discounted fuel at gas stations around the US.