Report: Walmart to challenge Amazon Prime with subscription service

Walmart will reportedly introduce a new annual membership program by the end of July.

According to Recode, the discount titan’s new subscription service called Walmart+, will cost $98 per year. In addition to same-day delivery of groceries and other items, the program will also reportedly provide fuel discounts and early access to discounts.

Walmart reportedly planned to introduce Walmart+ in February, but pushed launch back due to the emergence of COVID-19. The retailer declined comment.

Walmart has been actively competing with Amazon Prime and Prime Now same-day and next-day delivery for the past couple of years. In May, Walmart accelerated rollout of Express Delivery, a new service that delivers items to customers’ doors in less than two hours. Express Delivery costs $10 on top of the existing delivery charge, but there is no markup on item price.

In addition, Walmart has expanded its paid grocery delivery membership program, called “Delivery Unlimited,” to at least 1,400 stores. For a fee of $98 per year or $12.95 per month, customers can purchase groceries online and either have them delivered to their home or pick them up at a local Walmart store, with no per-order charge.