For the millions of Americans who frequently shop at Walmart, the big box retailer’s subscription service Walmart Plus offers an enticing array of perks and benefits – from unlimited free grocery deliveries to discounts on gas. As retailers increasingly turn to paid membership models to drive loyalty and recurring revenue, Walmart’s foray into this space is an effort to fend off competitive threats and keep its vast customer base within its shopping ecosystem.

But what exactly does Walmart Plus provide, how much does it cost, and is it truly worth the annual fee? We break down everything you need to know about the service before taking the plunge.

The premise of Walmart Plus

Launched nationwide in late 2020, Walmart Plus is the retailer’s answer to Amazon Prime. For an annual fee of $98 or $12.95 per month, the program combines online shopping benefits like free shipping with additional in-store perks. It’s a two-pronged approach that leverages Walmart’s immense physical footprint of over 4,500 U.S. stores and distribution centers.

Walmart Plus benefits

So what do Walmart Plus members actually receive for their membership fee? The marquee benefits include:

• Free unlimited grocery deliveries: Members can get unlimited free deliveries from Walmart stores on orders over $35, providing serious savings for households that frequently purchase groceries, household essentials and more online. An annual membership could pay for itself after just a handful of deliveries.
• Free shipping, no minimums: All items shipped by Walmart.com qualify for free shipping with no order minimum, including next-day and two-day delivery on millions of items.
• Fuel discounts: Members get a discount of up to 10 cents per gallon at over 13,000 Walmart, Murphy gas stations and other partner fuel stations like Exxon and Mobil.
• Mobile scan & go: An app feature allows members to seamlessly scan items as they shop in Walmart stores, paying directly through their smartphone to skip checkout lines.
• Early access: Like Amazon Prime, members get early access to select product releases and promotional events like Walmart’s “Black Friday Deals for Days” sale.
• Additional perks: Other benefits include a free 6-month subscription to Paramount+, a luggage delivery service, roadside assistance for tires, and the ability to earn cash from travel bookings.

Walmart Plus vs Amazon Prime

While Amazon Prime still holds some clear advantages – particularly quality original programming, music and gaming integrations – Walmart Plus distinguishes itself with benefits geared towards a customer base that leans more rural and frequently shops in physical stores.

The fuel discounts and ability to scan-as-you-go stand out as beloved perks for Walmart’s base. And the unlimited grocery delivery could prove even more valuable than Prime’s rapid parcel shipping for shoppers trying to simplify their weekly household stock-up.

Still, the $14.99 monthly ($139 annual) Prime fee remains a hurdle for some cost-conscious shoppers. Walmart Plus is both more affordable and potentially more useful for its customer demographic that trends towards lower incomes and suburbs/rural areas versus Amazon’s strength in affluent, urban markets.

Is it worth joining?

For frequent Walmart shoppers, the savings from grocery delivery fees alone could justify the sub-$100 membership cost in relatively short order. Add in the gas discounts, potential travel savings and ability to skip checkout lines, and Walmart Plus has a compelling pitch, especially at $39 less per year than Prime.

Disclaimer: Prices and promotions mentioned in this article are accurate at the time of writing and are subject to change based on the retailers’ discretion. Please verify the current offer before making a purchase.