Walmart $120 Bundle Takes On Amazon Prime in 2026

Walmart's $120 annual bundle of Walmart+ and Sam's Club Plus adds Peacock or Paramount+ and is aimed squarely at Amazon Prime's $139 fee.

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What Does the $120 Walmart+ and Sam's Club Plus Bundle Include?

The bundle includes Sam's Club access with member pricing, free delivery from both retailers, a streaming service, fuel discounts and cash back on purchases.

• Free delivery applies to orders of $35 or more from Walmart and $50 or more from Sam's Club.
• Members choose either Peacock Premium or Paramount+ Essential, both ad-supported tiers, and can switch every 90 days.
• Gas savings of 10 cents a gallon apply at more than 17,000 participating stations.
• Members earn 2% Sam's Cash on eligible purchases, capped at $750 a year.

The price works out to $10 a month, though the offer is sold only as an annual plan. Sign-up runs through the Walmart and Sam's Club apps and the Walmart website. Peacock is owned by Comcast (CMCSA) and Paramount+ by Paramount Skydance (PSKY).

Who Qualifies for the $120 Price?

The $120 price applies to new members, while existing members get separate upgrade terms.

• Current Walmart+ annual members can add Sam's Club Plus for $22 more a year.
• Existing Sam's Club members can move up to Sam's Club Plus for $60 more a year, with Walmart+ included.
• Current Sam's Club Plus members can activate Walmart+ at no extra cost.
• Customers who already hold both memberships can link accounts and receive prorated refunds.

Walmart is also giving both memberships to its U.S. field associates as a benefit.

Why Is Walmart Targeting Amazon Prime?

Walmart is targeting Prime because paid memberships drive repeat spending and recurring fee income, and Prime is the category benchmark. Walmart+ members spend roughly four times as much as non-members. A bundle that reaches Sam's Club's roughly 60 million members could widen the base of households paying a recurring fee.

The package also targets a gap in value. Prime combines shipping, video and music in a single $139 fee. Walmart now offers comparable delivery and streaming, plus warehouse-club pricing and fuel savings, at a lower price. Walmart President and CEO John Furner said the company is "raising expectations for what a membership can deliver."

Market Reaction and Financial Impact

Investors responded modestly, and Walmart does not expect the launch to change its financial outlook. The company said the program will have no material effect on fiscal third-quarter or full-year guidance. Membership fees are a small share of revenue next to retail sales, but they are high-margin and tend to improve customer retention.

The near-term cost is dilution. Existing members who upgrade pay less than the combined list price, and the streaming partnerships carry content costs. The upside depends on shoppers consolidating more of their spending at Walmart.

What Comes Next for Walmart's Membership Strategy?

The next test is Walmart's fiscal 2027 third-quarter report, scheduled for November 19, 2026, which falls within weeks of the bundle's launch. Early membership uptake is unlikely to be reported in detail by then. The holiday season will show whether the bundle pulls shoppers away from Prime or mainly rebrands customers Walmart already has. Amazon has not announced a pricing response.

Outlook

Walmart has packaged delivery, warehouse-club access and streaming into one $120 fee, a price well under Prime's $139. The company says guidance is unaffected, so the bundle's impact will appear first in membership counts and customer spending rather than in near-term earnings. Competitive pressure on Amazon Prime's pricing and benefits is the main strategic question heading into the holidays.