Amazon Prime vs. Walmart+ Spending

As we compare Amazon Prime to Amazon’s biggest rival’s similar offering, Walmart+, we see the broader contrasts between the two dominant US retailers. Here, we look at average annual spending, and find Amazon has some catching up to do.

We analyze average annual spending for US members of each retailer’s membership program, Amazon Prime and Walmart+, and their non-member counterparts. Note, this analysis is of US Walmart.com shopping and seeks to exclude these customers’ in-store spending. 

The figures for Walmart+ member and non-member Walmart.com shopping provide further validation that these membership programs either attract or cultivate the biggest spenders. It’s not clear whether membership drives customers to spend more, or whether big spenders are more inclined to buy a membership and take advantage of its benefits. It is likely some of both.

In fact, the average annual spending ratio between Amazon Prime members and non-members is very similar to that of Walmart+ members and other Walmart.com shoppers. We’ve long known that Amazon Prime members spend about twice what Amazon customers without a Prime membership spend. We see this relationship at Walmart.com, where Walmart+ members spend about $2,200 per year, compared to $1,000 per year for non-members (Chart 1).