Latest Figures for Amazon Prime and Walmart+

CIRP has updated survey data that provides a current comparison of US Amazon Prime to its closest (in terms of strategy and intent) competitor, Walmart+. Needless to say, Walmart.com has a much smaller online business than Amazon.com in the US. That said, Walmart+ continues to grow gradually in both total members and penetration into the Walmart.com shopping base.

As we showed previously, while Amazon Prime is close to breaking the 200-million-member level in the US, Walmart+ membership is a small fraction of that number. Walmart.com continues to persuade a gradually increasing percentage of its shoppers to join Walmart+, while Amazon Prime has apparently hit a ceiling in its penetration of the Amazon customer base.

Amazon Prime has 196 million US members as of the March 2025 quarter (Chart 1). Walmart+ now has 25 million US members as of the April 2025 quarter. Note CIRP estimates the number of shoppers who use an Amazon Prime or Walmart+ membership, not the number of paid subscribers which is presumably lower.