Walmart Bundles Walmart+ and Sam's Club Plus for $120
Walmart's new $120 annual bundle combines Walmart+ and Sam's Club Plus at nearly $100 below the prior separate price, using membership value to deepen customer loyalty.
Walmart has combined Walmart+ and Sam's Club Plus in a $120 annual membership, pricing the package almost $100 below what customers previously paid for both services separately.
The bundle launched October 20, ahead of the holiday season. Existing Sam's Club Plus members can add Walmart+ without an additional fee, while current Walmart+ members can upgrade by paying $22 more.
Why the price cut can still help Walmart
Lowering the combined price reduces revenue per customer who already paid for both programs. Walmart is betting that a simpler, cheaper package will attract more households, reduce cancellations and increase spending across its stores, clubs and online marketplace.
The benefits include eligible delivery and shipping, fuel discounts, Sam's Cash on qualifying club purchases and access to an advertising-supported streaming service. The value is strongest for households that use both Walmart and Sam's Club regularly. Customers who use only one chain may have less reason to upgrade.
Walmart's own results explain the focus. The source analysis says membership fee revenue grew 17% in the latest reported quarter, with double-digit U.S. Walmart+ growth and nearly 6% growth in Sam's Club U.S. membership income. Management has also said members spend about four times as much as non-members, although that comparison may reflect the behavior of people who were already heavy Walmart shoppers.
A wider profit ecosystem
Membership is increasingly tied to Walmart's other growth engines. Global e-commerce sales rose 23%, advertising grew 38% and U.S. marketplace sales increased 52% in the period cited by the source. Management said membership, advertising and marketplace activities produced almost half of profit growth.
Those businesses can reinforce one another. More members generate more transactions and data, which can attract marketplace sellers and advertisers. Faster delivery can improve retention, while Sam's Club adds higher-volume shopping trips.
The trade-off is that Walmart is using price to build the ecosystem while consumers remain under pressure. The company also cited more than $2 billion of added fuel costs and expected slower operating-income growth as it reinvested tariff refunds in lower prices.
The bundle's success should be measured through membership growth, renewal rates and spending per member, not the headline discount alone. If adoption expands without weakening fee income or delivery economics, the package could strengthen Walmart's customer moat beyond the holiday season.