The insight: More Amazon Prime shoppers purchase groceries from Walmart than from the ecommerce retailer, according to Coresight Research data reported by Grocery Dive.

• Slightly less than 60% of Prime members bought groceries online from Walmart in the 12 months that ended in April 2025.
• That’s more than the 52% who made grocery purchases on Amazon’s digital channels in the same period.

Walmart surges ahead: Grocery is one area where Walmart has a clear advantage over Amazon. The former’s extensive footprint and reputation for value are making it the grocer of choice for a growing number of Americans, including affluent shoppers—challenging Amazon’s attempts to grab a greater share of spending.

• The proportion of households listing Walmart as their primary grocer rose nearly 1 percentage point in June, per Brick Meets Click/Mercatus’ monthly digital grocery survey.
• The retailer is scooping up more spending from traditional grocery stores: 1 in 4 households that ordered groceries online from supermarkets in June also shopped at Walmart, up 400 basis points YoY.
• Roughly 7 in 10 US digital buyers reported purchasing food or beverage products from Walmart in June, compared with 54% for Amazon, according to a June survey conducted for EMARKETER by Bizrate Insights.

Amazon makes up ground: While Amazon’s grocery business hasn’t yet reached the scale of Walmart’s, it’s nothing to sneeze at. The retailer generated over $100 billion in gross sales of groceries and other household essentials in 2024, not including Whole Foods Market and Amazon Fresh, making it one of the largest grocers in the country.

• Sales for “everyday essentials” (which include but are not limited to grocery items) grew more than twice as fast as the rest of Amazon’s business in Q1, CEO Andy Jassy said, and account for 1 of every 3 units sold in the US.
• Even so, Amazon Prime shoppers’ preference for Walmart poses a challenge, especially as price concerns push even wealthier consumers to seek deals.

Our take: While grocery is an important category for Amazon to conquer, its efforts so far have been hampered by a complex ecosystem. The retailer’s attempts to unify that system could result in a more seamless experience for shoppers, while its fast delivery capabilities could make it a more appealing place to shop for perishables.