Walmart has begun selling a combined Walmart Plus and Sam’s Club Plus membership for $120 a year, offering a bundled alternative to Amazon Prime. The package reduces the combined cost by nearly $100 for consumers who otherwise bought both memberships separately. Walmart said benefits include members only prices, free delivery from both retailers and 2 percent Sam’s Cash at Sam’s Club.
The bundle also offers a choice of streaming service and fuel savings, with members receiving either Peacock or Paramount Plus and 10 cents per gallon off at more than 17,000 stations. The offering underscores Walmart’s advantage in physical reach. The retailer operates 4,615 Walmart stores and more than 600 Sam’s Clubs in the US.
Walmart’s move comes as Amazon has increased faster delivery in rural areas, prompting Walmart to respond on multiple fronts. The company added streaming to the offer, which mirrors a key Amazon Prime perk. On paper the new bundle appears to undercut Prime on price, according to industry observers.
Implications And Market Reaction
Industry figures and ratings agencies said the bundle is aimed directly at Prime. Brett Rose, founder and CEO at United National Consumer Suppliers, called it a direct shot at Prime and said $120 versus a reported $139 for Prime makes the value proposition clear on paper. Rose made those comments by email.
Moody’s Ratings told readers earlier this year that Walmart has picked up sales and loyalty from wealthier shoppers, naming the retailer a big US winner thanks to innovation and convenience supporting its value offering. Analysts say the combined membership could help Walmart lock in customers as households face higher costs.
Observers cautioned the bundle will not instantly dethrone Amazon. Rose said a cheaper bundle does not break shopping habits overnight and does not create an imminent threat to holiday shopping. He added that timing matters, since consumers are stretched heading into the holidays and memberships secure recurring revenue and loyalty.
The fuel discount remains a notable lure as gas prices stay elevated above $4 per gallon across much of the US, with diesel higher in many markets. Amazon offered a limited fuel discount to Prime members for the Fourth of July this year, but observers say Walmart’s physical network and warehouse club access give it a distinct competitive angle.
