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Walmart is reportedly close to launching a loyalty program called Walmart+ to rival the popular Amazon Prime offering.

  • Recode reported that Walmart has been developing the program for the last 18 months and could announce it as soon as next month. The goal is to make it stand out by offering benefits that Amazon and other retailers can’t match.
  • Walmart+ is expected to launch as primarily a rebrand of the $98/year unlimited grocery delivery service the company introduced last year, per Recode. It could feature other perks in the future, such as text message ordering and discounts on gas and pharmaceutical products.
  • Amazon Prime reached 150 million members in the most recent quarter, as the tech giant continues to add perks and speed up its standard shipping offering to a one-day turnaround.
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