Walmart has slashed the price of its Plus membership programme by 50 per cent to $49 for a year, in a strategic move to compete with Amazon Prime ahead of the crucial holiday shopping season.

The limited-time offer, running until December 2, makes Walmart's subscription significantly cheaper than Amazon Prime's $139 annual fee.

The aggressive pricing strategy highlights the intensifying competition between America's largest physical retailer and its biggest online rival. Even at its regular price of $98, Walmart+ already undercuts Amazon Prime by $41 annually, while offering similar core benefits including free delivery and video streaming through Paramount+.

The membership push comes as both retail giants vie for consumer attention during October and November sales events. While Amazon pioneered these shopping festivals with Prime Day, Walmart has responded with its own multi-event approach to holiday deals, including extended early access periods for Plus members.

"We know customers are shopping for the holidays, and Walmart's 'Black Friday Deals' events are a one stop shop for incredible savings," said Latriece Watkins, executive vice president and chief merchandising officer at Walmart U.S.

The retailer is leveraging its extensive physical presence, offering Plus members benefits like fuel discounts at over 13,000 locations and free same-day delivery from local stores. This omnichannel strategy differentiates Walmart's offering from Amazon's primarily digital benefits.

Walmart has also expanded its delivery reach to an additional 12 million households through AI technology improvements, offering early morning delivery from 6 a.m. and Express Delivery in as little as 30 minutes.

The first sales event launches online November 11, featuring significant discounts on popular items, including a Samsung 65-inch 4K Smart TV for $398 and Apple iPhone 13 for $199. Plus members will receive five hours of exclusive early access to online deals, an extension from previous years.

To promote the sales events, Walmart is launching an entertainment series called "Deals of Desire", demonstrating the company's efforts to match Amazon's marketing prowess and create excitement around its shopping events.

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