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JULY 16, 2025 |
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Key stat: More US adults across incomes are Amazon Prime subscribers than Walmart+ ones, but the highest share of people who subscribe only to Walmart+ is among those making less than $50,000 per year, according to PYMNTS. |
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Beyond the chart: |
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Walmart’s appeal to value-conscious consumers is a potential selling point as tariffs squeeze lower-income shoppers.
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29.1% of consumers making more than $100,000 per year subscribe to both Walmart+ and Prime, showing that consumers are willing to stack services if they find value in both.
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44.7% of consumers making under $50,000 per year do not subscribe to either service, indicating an untapped market for whichever retailer can demonstrate value to cash-strapped consumers. |
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Use this chart: Marketers and retailers can use this chart to demonstrate differing behaviors across incomes. For higher-income audiences, they should consider emphasizing convenience, exclusive perks, and bundled content. For lower-income audiences, they may focus on value, fuel discounts, and grocery benefits. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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