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Amazon’s Prime members say they prefer Walmart over Whole Foods

In a recent survey, less than 14% of Prime members said that they had ordered from Amazon-owned Whole Foods at least once

Chloe Riley, Executive Editor

June 27, 2023

1 Min Read
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A new survey suggests that a majority of Amazon’s Prime customers are looking to another retailer when it comes to grocery pick up or delivery: Walmart.

About 60% of Amazon Prime members surveyed in April by research and advisory firm Coresight Research said they had purchased groceries online from Walmart at least once in the past 12 months — this, according to reporting from Business Insider

Roughly 55% said that they had ordered groceries online from Amazon Fresh or through Amazon’s website, while less than 14% said that they had ordered from Amazon-owned Whole Foods at least once. 

About half of Prime members said they had shopped at Walmart for groceries in a similar survey conducted in 2022, while 57% said they had grocery-shopped at Amazon Fresh or on Amazon.com.

Last year’s edition of Coresight’s survey also found that many Prime shoppers were only ordering a select few items from Amazon or Whole Foods vs. filling their basket. By contrast, the survey indicated, shoppers who ordered online from Walmart, Kroger, and Costco tended to buy more. 

Shoppers who make at least $100,000 a year have bolstered Walmart’s share of the U.S. grocery market over the last year-and-a-half, Insider previously reported. Many, including higher earners, have been attracted to the big box chain as inflation remains high.

Related:Amazon, Walmart best positioned for the future of grocery retail: report

In April, Walmart was America’s most popular grocer in terms of wallet share, followed by Kroger and Aldi, with Walmart grocery sales being almost double that of Kroger. 

That margin has widened since 2017 when Walmart grocery sales were 1.75 times higher than Kroger, demonstrating the company’s continued market penetration over the past five years.

 

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About the Author

Chloe Riley

Executive Editor, Supermarket News

Chloe Riley is the Executive Editor of Supermarket News, which delivers the ultimate in competitive business intelligence, news and information for executives in the food retail and grocery industry. A graduate of the School of Journalism at Columbia College Chicago, Chloe previously served as a Digital Strategist at SEO firm Profound Strategy, Associate Editor at B2B hospitality mag HOTELS Magazine, as well as CEO of her own digital strategy company, Chlowe. She lives in Woodstock, Illinois. 

Email her at [email protected], or reach out on LinkedIn and say hi. 

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