Walmart bundles Walmart+ and Sam's Club Plus for $120 a year
Walmart launched a combined membership at $120 a year, challenging Amazon Prime and Costco. Oppenheimer sees consumers as the clear winners.
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what happened
Walmart introduced a bundle combining Walmart+ and Sam's Club Plus memberships for $120 a year, a move Seeking Alpha describes as a direct challenge to Amazon Prime and Costco. That price is $19 below Amazon Prime's $139 and $10 below Costco's $130 Executive membership, though it is $55 above Costco's $65 Gold Star plan.
According to Seeking Alpha, citing Retail Dive, Brett Rose, CEO of United National Consumer Suppliers, called the offer a direct shot at Prime, noting that members get a warehouse club, delivery, streaming and gas for the price. Oppenheimer analyst Rupesh Parikh sees consumers as the clear winners and expects Walmart to gain wallet share, though he flagged a likely initial hit to profit.
why it matters
Launching just before the holiday season could push Amazon and Costco to step up promotions. Investors will watch whether Walmart's membership growth and recurring revenue offset the near-term margin pressure.
market impact
Walmart, Amazon, Costco: rivalry for members may pressure margins and promotional spending
tags
instruments
sources
- Revenge of the consumer: Walmart's $120 bundle takes on Amazon and Costco — Seeking Alpha, 24 October 2026 at 13:54 UTC
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