Events & Resources
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →Topics
See All Topics →Latest Articles
Explore our Research →Shoppers hate paying for return shipping more than any other part of the process
Article |
Mar 6, 2026
Doctors expect longer visits as parents seek clarity about pediatric vaccine guidelines
Article |
Mar 6, 2026
Lowe’s reaches out to Gen Alpha with new rewards program for kids
Article |
Mar 6, 2026
Meta faces critical questions as AI spending and regulatory scrutiny intensify
Article |
Mar 6, 2026
J&J launches direct-to-consumer prescription drug site with lower cash prices
Article |
Mar 6, 2026
The health and fitness industry’s future is subscription-first, not hardware-led
Article |
Mar 6, 2026
Scam exposure on social platforms threatens brands
Article |
Mar 6, 2026
Email is consumers’ top marketing channel, but inbox fatigue threatens ROI
Article |
Mar 6, 2026
How payment providers should react to OpenAI’s Instant Checkout walkback
Article |
Mar 6, 2026
Capital One joins finance industry layoff trend, sheds 1,100 Discover workers
Article |
Mar 6, 2026
About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Retail Memberships Forecast 2023
Can Walmart+ and Other New Entrants Compete for Subscription Revenues?
Download
Table of Contents
Report Snapshot
Overview: Revenue growth has slowed despite the influx of new paid memberships.
Amazon’s subscription revenues dwarf other leading players', like Costco Wholesale and Sam’s Club.
Walmart+ revenues will continue to grow faster than established memberships.
Amazon Prime user growth has begun to plateau.
Costco’s user growth ebbs and flows but remains remarkably persistent over the long term.
Walmart+ had a meteoric rise but is a long way from competing with the major players.
Delivery services and QSR restaurants are also competing with retailers for subscription revenues.
How should retailers approach paid memberships?
Sources
Media Gallery
About This Report
Amazon, Costco Wholesale, and other retailers now face an uphill battle to win recurring revenues in the era of subscription fatigue.
Table of Contents
Report Snapshot
Overview: Revenue growth has slowed despite the influx of new paid memberships.
Amazon’s subscription revenues dwarf other leading players', like Costco Wholesale and Sam’s Club.
Walmart+ revenues will continue to grow faster than established memberships.
Amazon Prime user growth has begun to plateau.
Costco’s user growth ebbs and flows but remains remarkably persistent over the long term.
Walmart+ had a meteoric rise but is a long way from competing with the major players.
Delivery services and QSR restaurants are also competing with retailers for subscription revenues.
How should retailers approach paid memberships?
Sources
Media Gallery
Report Snapshot
Paid memberships can strengthen customer loyalty and be a valuable source of recurring revenues. But the growth of retail membership fee revenues has slowed significantly, suggesting consumers might have hit their ceiling for these subscription services.
Key Question: Which retailers generate the most revenues through paid memberships?
%20scale(0.100000,-0.100000)%22%0A%20%20fill=%22%23000000%22%20stroke=%22none%22%3E%0A%20%20%3C/g%3E%0A%3C/svg%3E%0A)
KEY STAT: Amazon Prime will generate the largest share of subscription revenues in the US this year, at 53.1%, dwarfing established wholesale membership clubs and newer entrants like Walmart+.
authors
Blake Droesch
Contributors
- Whitney Birdsall
- Senior Forecasting Analyst
- Suzy Davidkhanian
- Principal Analyst, Retail & Ecommerce
- Andrew Lipsman
- Principal Analyst, Retail & Ecommerce
Already have a subscription?Sign In
Access All Charts and Data
Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry
Unlock Unlimited Insights with PRO+
Contact Us →
Worldwide HQ
One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844
Sales Inquiries
1-800-405-0844sales@emarketer.com
* Copyright © 2026
EMARKETER Inc. All Rights Reserved.