Walmart Bundles Walmart+ and Sam's Club for $120, Undercutting Amazon Prime

By Olivia Hart

Walmart Inc. is selling a combined Walmart+ and Sam's Club Plus membership for $120 a year — $98 less than the $218 those two subscriptions cost separately. The new bundle puts Walmart $19 below Amazon Prime's $139 annual price, without Walmart ever naming its rival.

The individual memberships remain priced at $98 a year for Walmart+ and $120 for Sam's Club Plus. Walmart president and CEO John Furner framed the offer as a raise in expectations, not just a discount.

"We're giving people a reason to expect more from their memberships," Furner said in a statement. "For $120 a year, we're raising expectations for what a membership can deliver: more money in their pockets and more time to call their own."

That is marketing language, and it deserves scrutiny. Whether a household actually saves money depends on how much it spends at Sam's Club and how often it uses delivery — a $98 saving is only real for customers who wanted both memberships in the first place.

What does the bundle include?

The annual "Walmart+ with Sam's Club Plus" membership carries a concrete set of perks:

• Member-only deals at both retailers
• 2% Sam's Cash on eligible purchases
• Free delivery from Walmart and Sam's Club
• 10 cents off per gallon at more than 17,000 participating fuel stations
• A streaming subscription to Peacock or Paramount+

The fuel discount and the streaming deals are not new. Both were already available to Walmart+ members, which means the genuinely incremental value for existing subscribers lies in the Sam's Club benefits. Existing dual-membership holders are being offered a "prorated refund" on their Walmart+ membership; Walmart has not disclosed how large that refund will be. Individual Walmart+ memberships remain on sale.

The takeaway: the bundle's headline price is real, but a portion of the perk list is recycled from the existing Walmart+ offer.

Is this aimed at Amazon?

Almost certainly. Walmart's own announcement invites the comparison directly: "Consider what people may be paying today: $139 for a retail membership with delivery."

Walmart does not name the competitor. That figure is the exact annual price of Amazon Prime. The dig is the point — Walmart wants the arithmetic done for it, at a moment when its business has numbers to back up the swagger.

How strong is Walmart's underlying business?

The company reported a 23% year-over-year rise in e-commerce sales in the second quarter of fiscal year 2027. International net sales for the Walmart brand grew 12.8% year over year, while Sam's Club net sales rose 8.8%.

The stock tells a more mixed story. Shares of Walmart Inc. (Nasdaq: WMT) were up 5.27% this year as of Monday's close, but down 7.21% over the past six months. A bundle priced to undercut Prime by $19 suggests Walmart is defending growth, not simply banking it — and the next test is whether the discount converts Amazon households or merely rewards customers it already had.

In plain words: Walmart is buying loyalty at a $19 discount to Prime, and the market has yet to be convinced.