Walmart Bundles Two Memberships for $120 a Year to Rival Prime

Walmart has started letting customers combine its two paid memberships, Walmart+ and Sam's Club Plus, into a single subscription. The price is $120 a year. Amazon Prime costs $139. One retail executive called the move a "direct shot" at Amazon, and if you pay for Prime, it gives you a reason to check what you get for your money.

What changed

Until now, Walmart+ and Sam's Club Plus were separate memberships. The new bundle puts them together. According to Brett Rose, CEO of wholesale distributor United National Consumer Supplier, the package covers a warehouse club, delivery, streaming and gas. He told Retail Dive that "on paper Walmart wins the value math easily."

Streaming matters here. Video is one of Prime's best-known perks, and including it lets Walmart chip away at that advantage.

Why Walmart is doing this

Retail Dive describes the bundle as Walmart pushing back as Amazon expands its delivery service in rural America. Walmart has a big advantage in physical locations, with 4,615 Walmart stores and more than 600 Sam's Clubs. A membership that ties those stores to delivery and streaming builds on that.

Amazon is still ahead

Rose does not expect shoppers to jump ship overnight. People use both retailers for different reasons, he said. A cheaper bundle "doesn't create an imminent threat for Q4 holiday shopping." He pointed to Amazon's low prices and its patented one-click buying as a different kind of shopping experience.

The numbers back up Amazon's strength. A September 2026 PYMNTS Intelligence report found Amazon captured more spending than Walmart in five of seven retail categories. In the second quarter, Amazon's share of total U.S. retail spending hit a record 9.6%, compared with 7.5% for Walmart.

Walmart still leads in some areas. It held 21% of food and beverage spending, against 3% for Amazon, and it kept its lead in auto parts.

What to do

Before your next renewal, compare what you actually use against the bundle. A few questions can help:

• Do you shop at Walmart or Sam's Club often enough to use the perks?
• Do you stream video through Prime, and would a different service do?
• Does Amazon's delivery reach your area quickly?
• Do you buy groceries or auto parts, where Walmart is strong?

The material does not say how to sign up, which streaming service is included, or whether current members get any discount. Check Walmart's own terms before you switch.