Comparison of Amazon Prime and Walmart+ membership spending levels

It is learned that recently, market research firm Numerator released the report "US Retail Membership Survey: Comparison of Walmart+ and Amazon Prime". In this survey report, Numerator revealed the demographics, consumption behavior and habits of Walmart+ and Amazon Prime members.

Comparison of demographic characteristics:

Socioeconomic level: Walmart+ members tend to have lower incomes and larger families with children than Amazon Prime members. Walmart+ memberships are also disproportionately represented among black consumers and those in rural areas.

Geographical distribution differences: Walmart+ members mainly live in areas close to Walmart stores, mainly in the South Atlantic, Southwest Central, and Southeast Central regions of the U.S. In contrast, Amazon Prime members are evenly distributed across regions and cities.

Online shopping behavior comparison: Walmart+ members shop online more frequently per week compared to Amazon Prime members, and the latter are more likely to buy in bulk and use subscription or auto-replenishment services.

Notably, there is also a high overlap between Walmart+ and Amazon Prime memberships: More than four-quarters (83%) of Walmart+ members are also Amazon Prime members.

Comparison of online consumption levels

According to Numerator, Amazon Prime members spend 12% more each year than the average Amazon shopper, while Walmart+ members spend 76% more each year than the average Walmart shopper, and Walmart+ members also have higher spending levels in stores (31%) and online (206%).

The survey also found that consumers with memberships also increased their spending at other retailers. In 2023, 26% of Walmart+ members' spending was on Walmart and 12% was on Amazon. During the same period, 13% of Amazon Prime members' spending was on Amazon and 15% was on Walmart. Numerator also pointed out that Walmart+ members have turned to Amazon Prime in the past year.

Walmart+ members’ spending is concentrated in the grocery, pet and baby products categories, where they spend nearly twice as much as the average Walmart shopper. Additionally, Walmart+ members used Walmart’s grocery delivery service at four times the average level in the past year. In contrast, Amazon Prime members’ spending is evenly spread across categories.

Editor ✎ Nicole/

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