Walmart's 1.5% Gain on $1.57B Volume, 39th in Market Activity as Expanded Walmart+ Aims to Challenge Amazon's Prime Dominance

On September 4, 2025, Walmart (WMT) rose 1.50% with a trading volume of $1.57 billion, ranking 39th in market activity. The stock’s performance was influenced by strategic moves to enhance its membership program amid competitive retail dynamics.

Walmart expanded its Walmart+ subscription service, introducing a new perk allowing members to choose between Paramount+ Essential or Peacock Premium streaming services at no additional cost. This update, effective September 15, aims to bolster customer retention by offering greater flexibility and value, particularly as Peacock recently raised its subscription prices. The enhancement aligns with Walmart’s broader strategy to compete with Amazon’s Prime membership, which dominates online discretionary retail but faces Walmart’s stronghold in grocery sales.

Recent data highlights Walmart’s efforts to maintain affordability, including 7,400 price rollbacks in the past three months—2,000 more than the same period in 2024. CEO Doug McMillon emphasized the company’s commitment to mitigating inflationary pressures, supporting its second-quarter 2025 results: U.S. comparable sales grew 4.6% year-over-year, and store foot traffic increased by 1%.

Walmart+ membership revenue grew at a double-digit rate during Q2 2025, reflecting its role as a key differentiator. While Amazon Prime retains a larger market share, Walmart’s focus on grocery integration and cost-conscious consumers positions it to capture a growing segment of dual subscribers. Analysts note that Walmart’s ability to balance price competitiveness with value-added services could drive long-term membership growth and stock performance.