Walmart is packaging Walmart+ with Sam's Club Plus for 120 dollars annually, aiming to pull shoppers from subscription rivals by leaning into value as inflation keeps deal hunting front and center. The retailer will still sell each membership on its own, and employees get both at no charge as part of their benefits.
Chief Executive Officer John Furner said Walmart has been looking for ways to deliver additional savings as living costs have climbed in recent years. He added that members have long requested this benefit and that Walmart will collect input to decide how to refine the programs. "As you hear more about cost of living and costs all over, this is a big saving," he said, noting the goal was to launch ahead of the holidays. "We hear a pretty high number of people who are planning earlier than last year. We also know that there are a lot of last-minute gifts in the market every year."
Walmart+ includes free delivery on online orders, access to streaming, fuel discounts, and other perks. It is priced at nearly 100 dollars a year, or 13 dollars a month. Sam's Club, Walmart's warehouse chain, operates around 600 locations in the US and has two membership levels; the Plus option is 120 dollars a year and includes free delivery, 2 percent cash back, and additional perks.
Prime is the template for retail subscriptions and remains the largest player. Amazon's flagship plan runs 140 dollars per year, or 15 dollars monthly, and it is available to roughly 200 million people in the US. Premium plans from Target and Kroger each cost 100 dollars annually.
Walmart's bundle could be tough to mirror because no other US retailer combines a national big box chain, a warehouse club, and an e-commerce operation under one roof. The company says Walmart+ is growing, without giving a subscriber count. In August, it said Walmart+ delivered the strongest first-half membership growth in its history and that membership income rose nearly 17 percent globally. Sam's Club has also been drawing younger shoppers.
In a world of changing membership offers, stay informed by signing up for the free daily Market Briefs newsletter today
Memberships matter because they lift spending, strengthen loyalty, and add fee revenue that fattens margins. Walmart's low-price focus has resonated as consumer sentiment softened, helping it attract shoppers across income levels, including more affluent households. The retailer has broadened its assortment and sped up online delivery.
Furner, who stepped into the role in February, has said Walmart is investing heavily to keep prices down, a strategy he expects will translate into market-share gains over time. The bottom line: the 120 dollar bundle reinforces that push and adds another lever to watch alongside pricing, membership growth, and share gains against peers.
When benefits and bundles evolve, get clear context quickly each morning by signing up for the free Market Briefs newsletter
