Walmart takes action against Amazon's delivery price increase, which may affect the "Black Friday Sale"!

Walmart has taken a series of actions in response to Amazon's previous increase in Whole Foods grocery delivery fees to $9.95 . According to foreign media reports, consumers who register for Walmart+ before October 26 local time are eligible for a $9.95 rebate .

Walmart's annual grocery delivery subscription plan costs $98 per year and includes free grocery delivery from local stores as well as the same price customers pay in-store , free delivery with no minimum purchase, and discounts on fuel and prescription drugs.

Members will also have early access to three of Walmart’s Black Friday deals throughout November , and Walmart’s cash back deals are part of Walmart’s 15-day free trial for customers considering a Walmart+ subscription .

Walmart is hoping that consumers who shop online at Amazon and its website will be interested in trying its subscription service, and it is also hoping to pick up some of the consumers who shop at its competitors' websites instead of Walmart's .

Walmart wants to influence some users who buy both brands at the same time, as well as some new users who want to lock in free shipping .

A recent Jungle Scout report found that 35% of US consumers shop on Amazon instead of Walmart, but only 9 % shop on Walmart.com instead of Amazon.com.

“The move probably won’t make a dent in Amazon’s bottom line, but it could entice Whole Foods customers to try Walmart,” said Steve Schmidt, principal and founder of Retail Strategy Group . “The challenge for Walmart will be to retain those customers, as loyal Whole Foods customers will simply migrate from online to offline.”

“While this is an interesting campaign, the customer and demographic overlap between online grocers, Walmart and Whole Foods is minimal,” wrote Neil Saunders, managing director at GlobalData. “It’s smart for Walmart to emphasize the value of its delivery service, but I doubt it will draw a significant number of customers from this campaign.”

Amazon-exclusive shoppers are even more sensitive to shipping costs than Walmart customers, according to the report. 76% of "Amazon-exclusive" shoppers said they want the lowest shipping cost for products when they shop online. 64% of Walmart-exclusive shoppers feel the same way. However, one BrainTrust member said Walmart still has a brick-and-mortar advantage.

“Personally, I think Walmart ‘won’ the pandemic,” wrote Paula Rosenblum, managing partner at RSR Research. “Amazon is trying to gain Walmart customers, but I don’t think Amazon ’s out-of-stocks will improve well for some time in a pandemic environment . Even with its own airplanes , it can’t beat those ‘store items’ to stock up on products.”

Walmart and Amazon raise shipping prices