Walmart+ Membership — Why It Matters for Sellers
Walmart+ is Walmart's subscription program — the equivalent of Amazon Prime. Member behavior is materially different from non-member behavior. Sellers whose listings are eligible for Walmart+ benefits convert at multiples of non-eligible listings.
What Walmart+ membership includes
$98/year membership. Includes free 2-day delivery on millions of items, free grocery delivery, member-only pricing on select SKUs, gas discounts at Walmart fuel stations.
Members shop 2.3× more frequently and spend 2× more per month than non-members.
How to make listings Walmart+ eligible
Free 2-day delivery: requires WFS OR seller-fulfilled with TwoDay program enrollment + 95%+ on-time delivery rate over 90 days.
Member-only pricing: requires WFS + opt-in via Seller Center → Promotions.
Same-day pickup: requires SKU stocked in nearby Walmart store via the inventory-routing program.
The Buy Box implications
Walmart+ members see Walmart+-eligible offers prioritized in Buy Box. A non-eligible seller can be cheaper and lose to a Walmart+-eligible competitor.
Track this: ShelfSEO's Buy Box detection surfaces whether the winning offer was Walmart+-eligible. If yes + you're not, that's why you lost.
Frequently asked questions
Is Walmart+ growing?
Yes. ~25-30M members as of 2026, growing 30% year-over-year. Within 3 years, member-eligible offers will dominate Buy Box selection across most categories.
Can I opt out of Walmart+ pricing on specific SKUs?
Yes, per-SKU. But the offer becomes ineligible for Walmart+ filters in search, materially reducing visibility.