Walmart has reportedly been working on its own paid membership program to go up against Amazon Prime. Fox Business reported that the program would “have perks that Amazon can’t match and could be launched as soon as next month called Walmart+.” Recode said that the work has been going on for the last 18 months.
This program is perceived as a rebranding of Walmart’s existing Delivery Unlimited service. The current service charges $98 a year for unlimited, same-day delivery of fresh groceries from some Walmart stores.
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Other possible perks in the new service include discounts at Walmart pharmacies or fuel at Walmart gas stations.
“A Walmart spokesperson confirmed to Recode the membership program and Walmart+ name were in development, but declined to provide any further details,” said Fox Business. The report added that the goal for Walmart’s program is “to save customers time and money and keep them loyal to the Walmart brand either online or at brick-and-mortar locations.”