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

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.