Analyst: 11% of Americans Subscribed to ‘Walmart Plus’ 14 Days After Launch

About 11% of Americans signed up for “Walmart Plus,” the $98 annual subscription program aimed at competing with the Amazon Prime membership, just 14 days after launch. Citing data from a survey of 20,179 respondents, research firm Piplsay found that 35% of respondents had a favorable impression of the platform, with another 38% saying they believe Walmart+ will be competitive with Amazon Prime.

The findings are significant since they suggest broad consumer appeal and the possibility Walmart would expand the platform’s appeal with streaming access to movies, TV shows and music — now available on Prime Video and Prime Music.

Walmart+ bowed offering subscribers the ability to “scan-and-go” purchasing in stores and discounts on gas. Other features cited favorably by survey respondents included free shipping (35%) on orders over $35, same-day/24-hour deliveries (24%) and pricing (5%). The platform is $21 cheaper than Amazon Prime on an annual basis.

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Notably, 45% of respondents said they subscribe to both Walmart+ and Amazon Prime; 36% said it was their first retailer subscription service and 19% said they were dropping Amazon Prime for Walmart+. Another 60% of men think Walmart+ will be a big threat to Amazon Prime as compared to just 40% of women. Among those interested, about 36% of millennials and Gen Xers have taken both Walmart Plus and Amazon Prime subscriptions. About 56% of Gen Zers are excited about the mobile scan-and-go feature as compared with 44% of Gen Xers.

“Walmart Plus is taking on Amazon Prime in what is the biggest online retail battle to hit the U.S. in recent times,” read the report.

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