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September 23.2025
2 Minutes Read

Why 37% of Millennials Choose Both Amazon and Walmart Subscriptions

Millennials exploring Amazon and Walmart subscriptions in a co-working space.

Millennials Lead the Subscription Revolution

More than ever, it seems millennials are redefining loyalty in the retail space. A recent report reveals that 37% of this generation is now subscribing to both Amazon Prime and Walmart+, a sharp increase from just 12% in early 2021. This dual subscription phenomenon signifies a pivot from traditional brand loyalty to a practical approach that leverages the strengths of both platforms. Rather than choosing one over the other, savvy shoppers are adopting a hybrid method, treating subscriptions as essential tools for navigating today’s price fluctuations and supply chain uncertainties.

Dual Subscriptions: The New Normal

As inflation looms and economic pressures mount, the growing trend of dual subscriptions can't be ignored. Millennials, inherently digital natives, have adjusted their spending strategies to make the most out of both services. By monthly stacking Amazon's assortment of entertainment and fast shipping alongside Walmart's grocery discounts, they are adeptly hedging against market vulnerabilities. The beauty of this dual approach is that it allows consumers to maximize value from their investments, with nearly 30% of them reporting that their latest grocery purchase came from Walmart. Interestingly, a mere 1.3% turned to Amazon for similar shopping needs.

Why Share the Cart?

This phenomenon raises crucial questions: What does sharing the cart tell us about the future of retail? For business owners, it’s a wake-up call to rethink loyalty programs and subscription services. The idea that customers will pledge loyalty to just one retailer is shifting; the savvy consumer of today is about value and convenience. With dual subscribers mapping out their shopping journeys across both platforms, retailers are now tasked with delivering seamless customer experiences that cater to this hybrid shopper.

Grocery Gatekeeper: Walmart's Strategy

Walmart’s ascension in the grocery sector highlights its clever positioning against Amazon. By focusing on effectively converting Prime users into Walmart+ subscribers, the retail giant has crafted a dual strategy that benefits from confirming loyalty across platforms. Dual subscribers represent Walmart's highest-spending cohort, averaging $110 per transaction. Comparatively, Prime-only and Walmart+-only members spent significantly less, indicating that combined subscriptions lead to heavier shopping habits.

Capitalizing on Consumer Behavior

As business owners navigate their operations, understanding this consumer behavior can provide actionable insights for crafting marketing strategies. Companies must consider leveraging technology to adapt their offerings and appeal to subscribers who have embraced dual memberships. From employing targeted ads to creating bundled offerings, the goal is to meet this new consumer expectation. In a world where perfection can often seem out of reach, the willingness to share the cart may just be the game-changer needed to capture these consumers’ attention.

Take Action: Embrace Hybrid Strategies

As the retail landscape evolves, adopting a hybrid subscription model may help businesses better position themselves for future growth. Fostering a deeper understanding of consumer habits will propel companies toward greater innovation in their services. And remember, in today's competitive environment, flexibility to adapt is crucial.

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