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.

Beyond the chart:

• Walmart’s appeal to value-conscious consumers is a potential selling point as tariffs squeeze lower-income shoppers.
• 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.
• 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.

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.

Related EMARKETER reports:

• Amazon Prime Day 2025 (EMARKETER subscription required)
• Private Label Brands 2025 (EMARKETER subscription required)

Methodology: Data is from the May 2025 PYMNTS.com report titled "Winning Both Carts: The Rise of Consumer Subscriptions to Both Amazon Prime & Walmart+." 2,007 US adults ages 18+ were surveyed online during February 10-28, 2025. The sample was census-balanced to reflect the US population by age, gender, income, and region.