{"id":3636894,"date":"2026-04-10T04:00:53","date_gmt":"2026-04-10T08:00:53","guid":{"rendered":"https:\/\/www.pymnts.com\/?p=3636894"},"modified":"2026-04-09T22:54:18","modified_gmt":"2026-04-10T02:54:18","slug":"amazon-and-walmart-are-now-chasing-the-same-shopper","status":"publish","type":"post","link":"https:\/\/www.pymnts.com\/retail-2\/2026\/amazon-and-walmart-are-now-chasing-the-same-shopper\/","title":{"rendered":"Amazon and Walmart Are Now Chasing the Same Shopper"},"content":{"rendered":"<p>Imagine buying a high-amp car battery, a crocheted purse and a bag of fresh groceries all in one go without thinking twice about where to shop. That\u2019s the line <a href=\"https:\/\/www.amazon.com\/\">Amazon<\/a> and <a href=\"https:\/\/www.walmart.com\/\">Walmart<\/a> want to erase as they battle to become the go-to destination for every kind of purchase.<\/p><div\r\n\tid=\"article-paywall-overlay\"\r\n\tclass=\"d-none\"\r\n>\r\n\t<div id=\"article-paywall-content\" class=\"my-4\">\r\n\t\t\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f2699550-o1\" lang=\"en-US\" dir=\"ltr\" data-wpcf7-id=\"2699550\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/wp-json\/wp\/v2\/posts\/3636894#wpcf7-f2699550-o1\" method=\"post\" class=\"wpcf7-form init pymnts-article-paywall-form\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"2699550\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.5\" \/><input type=\"hidden\" 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id=\"article-paywall-hidden-content\">\r\n\t\n<p>New data from the latest issue of PYMNTS Intelligence\u2019s \u201cShare of Wallet: Amazon vs. Walmart\u201d <a href=\"https:\/\/www.pymnts.com\/study_posts\/consumer-wallet-reset-how-amazon-wins-discretionary-spend-and-walmart-holds-necessities\">report<\/a> reveals where each of the retail behemoths is winning in that quest and where they\u2019ve got work to do.<\/p>\n<h2>If You Can\u2019t Beat \u2018em, Join Them?<\/h2>\n<p>The data shows that Amazon still leads in the fun, non-essential stuff, while Walmart dominates in necessities. For instance, Amazon captured 35% of consumer spending in the sporting goods, hobby items, music and books category, while Walmart has seized 21% of food and beverage spend. Now, both are pushing into the other\u2019s territory.<\/p>\n<p><iframe id=\"datawrapper-chart-Lq5PP\" style=\"width: 0; min-width: 100% !important; border: none;\" title=\"Amazon\u2019s retail share\" src=\"https:\/\/datawrapper.dwcdn.net\/Lq5PP\/1\/\" height=\"784\" frameborder=\"0\" scrolling=\"no\" aria-label=\"Line chart\" data-external=\"1\"><\/iframe><script type=\"text\/javascript\">window.addEventListener(\"message\",function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}});<\/script><\/p>\n<p>The two retailers may be at odds. But in a way, they\u2019re also each other\u2019s best teachers.<\/p>\n<p>\u201cWhat\u2019s changing is how aggressively both retailers are moving beyond those traditional lanes,\u201d <a href=\"https:\/\/www.linkedin.com\/in\/douglas-c-straton-7a59a34\/\">Doug Straton<\/a>, chief marketing officer at Bazaarvoice (and former chief digital officer of Hershey), told PYMNTS in an interview. \u201cWalmart is expanding its digital and marketplace capabilities to compete in more discovery-driven categories, while Amazon is pushing further into everyday essentials and repeat purchases.\u201d<\/p>\n<p>Busy shoppers want this kind of all-in-one experience. They don\u2019t just want convenience for <em>some<\/em> purchases, nor are they happy only being able to trust items they can see for themselves at the store.<\/p><div id=\"pymnt-1957203681\" class=\"pymnt-content pymnt-entity-placement\" style=\"margin-top: 50px;\"><p style=\"text-align:center\">Advertisement: Scroll to Continue<\/p><script async type=\"text\/javascript\" id=\"dianomi_context_script\" src=\"https:\/\/www.dianomi.com\/js\/contextfeed.js\"><\/script> \r\n<div class=\"dianomi_context\" data-dianomi-context-id=\"4329\"><\/div><\/div>\n<p>\u201cThe line between routine and discretionary shopping is blurring, and consumers now expect both speed and confidence regardless of where they shop,\u201d Straton said.<\/p>\n<p>Overall, Amazon\u2019s in the lead, capturing 11% of consumer retail spending and 4.6% of overall consumer spending in Q4 2025. Walmart was at 7.7% and 2.9%, respectively. Much of the gap comes down to Amazon\u2019s eCommerce strength.<\/p>\n<p><iframe id=\"datawrapper-chart-ZldJS\" style=\"width: 0; min-width: 100% !important; border: none;\" title=\"Amazon\u2019s share of retail spending\" src=\"https:\/\/datawrapper.dwcdn.net\/ZldJS\/1\/\" height=\"668\" frameborder=\"0\" scrolling=\"no\" aria-label=\"Line chart\" data-external=\"1\"><\/iframe><script type=\"text\/javascript\">window.addEventListener(\"message\",function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r,i=0;r=e[i];i++)if(r.contentWindow===a.source){var d=a.data[\"datawrapper-height\"][t]+\"px\";r.style.height=d}}});<\/script><\/p>\n<h2><strong>Need for Speed?<\/strong><\/h2>\n<p>In a want-or-need-it-now world, Amazon\u2019s speed is a shiny lure, with items arriving faster than ever. Recently, the company began rolling out new one- and three-hour <a href=\"https:\/\/www.pymnts.com\/news\/delivery\/2026\/amazon-brings-1-hour-delivery-to-hundreds-of-cities\/\">delivery options<\/a>, a Trojan horse service that could help ingrain the Seattle-based company in people\u2019s everyday consumption habits.<\/p>\n<p>\u201cThis is less about faster shipping and more about increasing purchase frequency, capturing impulse demand and embedding Amazon deeper into the fabric of daily consumption,\u201d <a href=\"https:\/\/www.linkedin.com\/in\/shauna-bowen\/\">Shauna Bowen<\/a>, chief digital and transformation officer at Radial, told PYMNTS. \u201cAs Amazon expands automated, purpose-built local fulfillment, Walmart will need to invest in automation and operating model changes or absorb higher costs to stay competitive.\u201d<\/p>\n<p>But delivery speed isn\u2019t everything. <a href=\"https:\/\/management.buffalo.edu\/faculty\/academic-departments\/marketing\/faculty\/dinesh-gauri.html\">Dinesh Gauri<\/a>, a professor of marketing at the University at Buffalo School of Management, argued in an interview with PYMNTS that, while quick fulfillment is important, Amazon and Walmart are \u201ckilling their margins\u201d by prioritizing it too much. Shoppers, he added, also want competitive pricing and accurate inventory information (which isn\u2019t always easy to find, per previous <a href=\"https:\/\/www.pymnts.com\/wp-content\/uploads\/2024\/02\/PYMNTS-Global-Digital-Shopping-Index-United-States-Edition-February-2024.pdf\">PYMNTS Intelligence research<\/a>).<\/p>\n<p>Another key factor is making sure that customers feel supported, able to easily get help when something goes wrong.<\/p>\n<p>\u201cAmazon has great customer service,\u201d Gauri said. \u201cYou call, and many things are taken care of within a few minutes, if not seconds. I think Walmart is playing a lot of catch up in the online space. He added that while Walmart was \u201cstepping up their customer service game,\u201d he\u2019d prefer to talk to an associate in a store, not online.<\/p>\n<h2><strong>Food for Thought<\/strong><\/h2>\n<p>Given Amazon\u2019s lead in so many retail categories, its weakness in grocery stands out. It\u2019s captured just 3% of the market. Its Whole Foods division has its happy place with higher-end shoppers, but its mass-market brick-and-mortar grocery moves have stumbled. At the start of this year, the retailer said it was <a href=\"https:\/\/www.pymnts.com\/news\/retail\/2026\/amazon-shutters-go-and-fresh-stores-as-whole-foods-expands\/\">pulling the plug<\/a> on Amazon Fresh and Amazon Go.<\/p>\n<p>\u201cWalmart has really leveraged their physical footprint towards driving convenience for consumers, with same-day delivery and curbside or in-store pickup, making it very easy and seamless, though it&#8217;s certainly not perfect,\u201d <a href=\"https:\/\/agb.calpoly.edu\/directory\/volpe\">Ricky Volpe<\/a>, a professor of agribusiness at Cal Poly, said in an interview with PYMNTS. \u201cI think Amazon is still struggling with the infrastructure side of the cold chain, dealing with perishability and aesthetics and all.\u201d<\/p>\n<p>Walmart has had decades to slowly build up its hub-and-spoke network of warehouses and stores across the United States. Amazon, meanwhile, has tried to muscle on in-real-life shopping without that time-tested expertise.<\/p>\n<p>Here\u2019s where Walmart\u2019s focus on brick-and-mortar proves to be a key asset, even in the age of digital commerce. It\u2019s not just because customers can, say, feel for the ripest avocado with their own hands, but also because its stores work as Amazon-style fulfillment hubs. Whole Foods has been relatively successful, because Amazon acquired the brand when it had already laid all the groundwork. So, Volpe prediced, if Amazon is going to have more success in mass-market grocery, that\u2019s also going to \u201chappen through acquisitions.\u201d<\/p>\n<p>After all, it\u2019s not easy to start a grocery chain from scratch.<\/p>\n<p>\u201cWhen we\u2019re talking about food,\u201d Volpe said, \u201cwhich is costly, expensive, challenging and logistically involved to get from point A to B to C, Walmart, frankly, has a huge advantage in leveraging its stores. It\u2019s brilliant, and it\u2019s very, very effective.\u201d<\/p>\n<h2><strong>Pedal to the Metal<\/strong><\/h2>\n<p>One area where Amazon has been gaining ground\u2014and where Walmart has been sliding\u2014is auto parts. In the six years between Q4 2019 and Q4 2025, Amazon\u2019s share of consumer retail spending in the category grew from 10% to 14%. Walmart\u2019s fell from 19% to 16%. Walmart still has the lead, but at the rate the two companies are going, that might not be for long. For instance, Amazon has been expanding its <a href=\"https:\/\/www.pymnts.com\/amazon\/2025\/amazon-autos-to-help-dealers-sell-used-cars\/\">Amazon Autos<\/a> test, which lets car companies list their vehicles through Amazon\u2019s site and app.<\/p>\n<p>But that initiative might not turbocharge things.<\/p>\n<p>CarEdge Co-founder <a href=\"https:\/\/www.linkedin.com\/in\/rayshefska\/\">Ray Shefska<\/a> argued in an interview with PYMNTS that Amazon Autos might not be such a game-changer, since it doesn\u2019t remove the notorious friction for car-buying consumers so much as delay it.<\/p>\n<p>\u201cCustomers may end up disappointed when they complete the process at the dealership and the usual pressure is applied to add protection packages and other ancillary items when signing their paperwork,\u201d Shefska said. \u201cIt just delays the aggravation and sales pressure until you pick up your vehicle.\u201d<\/p>\n<h2><strong>Out of the Box (Literally) <\/strong><\/h2>\n<p>Over the last few years, consumers have been spending less on retail and more on services. If Amazon and Walmart want to both capture more spending and stay relevant in people\u2019s lives, it may mean expanding to categories that can\u2019t be fit inside a cardboard box.<\/p>\n<p>\u201cThe next decade of retail competition will be won or lost in categories that neither Amazon nor Walmart has historically dominated,\u201d economist <a href=\"https:\/\/www.linkedin.com\/in\/shawndubravac\/\">Shawn DuBravac<\/a> told PYMNTS. \u201cHealth, financial services and subscription-based experiences are where the incremental consumer dollar is flowing, and that is where the real battle is now being fought.\u201d<\/p>\n\r\n<\/div>\r\n<script>\r\n\twindow.pymntsAllowedArticleCount = 2;\r\n\twindow.pymntsPostID = 3636894;\r\n<\/script>","protected":false},"excerpt":{"rendered":"<p>Imagine buying a high-amp car battery, a crocheted purse and a bag of fresh groceries all in one go without thinking twice about where to shop. That\u2019s the line Amazon and Walmart want to erase as they battle to become the go-to destination for every kind of purchase. Get the Full Story Complete the form [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1588015,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[160302],"tags":[9933,5103,4152,13328,4935,9206,133069],"class_list":["post-3636894","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-2","tag-amazon-vs-walmart","tag-delivery","tag-ecommerce","tag-featured-news","tag-grocery","tag-news","tag-pymnts-news"],"acf":{"suggested_titles":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Amazon and Walmart Are Now Chasing the Same Shopper<\/title>\n<meta name=\"description\" content=\"Amazon still leads in discretionary spending and Walmart dominates essentials, but the two giants are moving into each other\u2019s turf.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pymnts.com\/retail-2\/2026\/amazon-and-walmart-are-now-chasing-the-same-shopper\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amazon and Walmart Are Now Chasing the Same Shopper | PYMNTS.com\" \/>\n<meta property=\"og:description\" content=\"Imagine buying a high-amp car battery, a crocheted purse and a bag of fresh groceries all in one go without thinking twice about where to shop. 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