Consumer Trends
Walmart+ Outperforms Amazon Prime in Grocery Battle
Walmart vs Amazon Grocery: Who’s Winning the Battle for Shoppers?
The battle between Walmart+ and Amazon Prime keeps heating up, especially when it comes to grocery shopping. The latest data shows the Walmart vs Amazon grocery competition tilting in Walmart’s favor. Consumers may subscribe to both, but when it’s time to buy groceries, Walmart dominates.
Grocery Shoppers Favor Walmart Over Amazon
A recent survey from PYMNTS Intelligence reveals important trends in the grocery space. While Amazon Prime holds a clear lead in subscriptions, grocery shopping tells a different story.
The survey shows 29.9% of consumers made their latest grocery purchase from Walmart. In contrast, only 1.3% shopped for groceries through Amazon.
Among Walmart+ members, loyalty is even stronger. An impressive 57.5% bought their last groceries from Walmart, while none reported doing so with Amazon.
Clearly, Amazon leads in online retail, but Walmart holds the grocery advantage.
Millennials Drive Demand for Both Services
Millennials show strong interest in both memberships. About 37% of them subscribe to both Walmart+ and Amazon Prime.
In comparison, Baby Boomers and seniors are less likely to subscribe to both. Only 11.3% in those groups have both memberships.
Lower-income households lean toward Walmart+. Among those earning under $50,000, 6.5% subscribe to Walmart+ but not Amazon Prime.
These insights suggest Walmart’s grocery edge comes from both affordability and accessibility.
Delivery Speed is the New Battleground
Both companies are pushing faster delivery to win over time-crunched shoppers. Walmart plans to deliver to 95% of U.S. homes within three hours.
Meanwhile, Amazon increased its same-day delivery sites by 60% in 2024. More expansions are coming in 2025.
This delivery race will likely impact the Walmart vs Amazon grocery rivalry even further. Faster service can drive more grocery sales.
Comparing Membership Perks
Walmart+ costs $12.95 per month or $98 per year. Perks include free grocery delivery, gas savings, streaming from Paramount+, and pharmacy benefits.
Amazon Prime costs $14.99 per month or $139 per year. Members get free delivery, Prime Video, fuel discounts, and other retail perks.
However, when groceries matter most, Walmart+ continues to outperform Amazon Prime.
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