Amazon Prime members prefer Walmart for online grocery shopping, research shows
Dive Brief:
A greater share of surveyed Amazon Prime members bought groceries online from Walmart than from the e-commerce giant itself during a yearlong stretch that ended earlier in 2025, according to data released this month by Coresight Research.Just under 60% of surveyed online grocery shoppers who subscribe to Prime purchased groceries online from Walmart during the 12 months ahead of a poll Coresight conducted in April. Meanwhile, only about 52% of surveyed Prime members who bought groceries online over that period purchased from Amazon.By contrast, almost 79% of online grocery shoppers in the survey who subscribe to Walmart's membership program, Walmart+, made online grocery purchases from the mass retailer, Coresight found.
Dive Insight:
Coresight's research underscores Walmart's powerful position in the U.S. grocery e-commerce sector, where the mass retailer has made deep investments in recent years. Walmart topped the list of retailers where survey participants bought groceries online, followed by Amazon, Target and Costco - and was well ahead of conventional supermarket operators.
Almost 58% of survey participants who bought groceries via e-commerce during the 12-month period covered by the research purchased groceries online from Walmart. The comparable figure for Amazon was about 45%. Kroger banners attracted digital purchases from about 18% of online grocery shoppers in the survey.
Overall, 53.6% of respondents bought groceries online during the yearlong period covered by the survey, down from 56.3% during the prior year. However, Coresight found that the proportion of online shoppers who depend primarily on e-commerce to buy groceries rose sharply last year, continuing a steady trend that stems back to the early days of the COVID-19 pandemic.
Nearly 31% of participants in the survey who bought groceries online said they do "all or almost all" of their grocery shopping online, a figure that was up by about 10 percentage points compared with data Coresight collected a year earlier. By contrast, just 4.3% of shoppers Coresight surveyed in 2020 who used online grocery services said they depended mostly on those channels.
Walmart and Amazon have both been directing resources to beef up their online grocery capabilities. For example, Walmart said last July that it would add five automated distribution centers to handle perishable foods. And last fall, Amazon added the ability for shoppers to buy items from Whole Foods, Amazon.com and its Amazon Fresh service in one order.
The findings are based on a survey of 2,004 U.S. consumers Coresight fielded in April as well as polls of similarly sized groups the firm conducted annually over the previous seven years.
Copyright 2025 Industry Dive. All rights reserved.
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It's our top-rated VPN and combines excellent speed, privacy, and you get... • Protection for up to 10 devices• Speeds of 950 Mbps+• Streaming service unblocking, including 10Play• Post-quantum encryption• Threat Protection Pro• NordPass password manager• 30-day money-back guarantee• AU$20 Amazon gift card (for a limited time only)• 2-year plan for AU$6.59 per month (AU$158.16 up front) NordVPN Complete: get a free AU$40 Amazon gift cardNordVPN Complete is the most premium NordVPN plan offered in Australia, and is a level up from NordVPN you'll get...• All NordVPN Plus features• 1TB of encrypted cloud storage • 30-day money-back guarantee• AU$40 Amazon gift card (for a limited time only)• 2-year deal for AU$8.09 per month (AU$194.16 up front) NordVPN's limited time offer goes live at 7am UK time on 18 June – so it'll be between 2pm and 4pm for you Aussies. The NordVPN Plus plan includes an Amazon gift card worth £20/$AU20. You can subscribe to this plan for £3.49 / AU$6.59 per month (£83.76 / AU$158.16 up front pre-tax). The NordVPN Complete plan will grant you an AU$40 Amazon gift card. It costs AU$8.09 per month (AU$194.16 up front pre-tax) and isn't available in the UK. NordVPN Ultimate is a European-exclusive plan. It's the most premium plan NordVPN offers in the UK and comes with a £50 Amazon gift card. The plan works out at £5.39 per month (£129.36 up front pre-tax). We have a dedicated NordVPN's pricing and plans page so you can compare all of the provider's plans. Like the US and Canada, eligible subscribers will receive their gift card between 31 and 50 days after the relevant plan has been purchased. All NordVPN plans include a 30-day money-back guarantee. But if you do decide to claim a refund, you won't receive your voucher. If you're looking for an all-round top-tier VPN experience, then NordVPN is well worth your time. Accessing content from your favorite streaming service – that isn't available in your country – is an ideal use for a VPN, and NordVPN is one of the best streaming VPNs out there. In our testing, it successfully unblocked the likes of US Netflix, Amazon Prime Video, Disney+, BBC iPlayer, and 10Play. As well as this, its super fast speeds of over 950 Mbps means it'll rarely slow you down and makes its one of the fastest VPNs. NordVPN's apps are clean and fairly easy-to-use. They might take a bit of getting used to if you're a beginner, and its map-based UI can be a little fiddly on mobile, but it won't take long to get the hang of. Apps are available to download on all major devices and platforms, and it's possible to protect up to 10 devices on one plan. NordVPN has recently rolled out post-quantum encryption support across all platforms, so you know your devices and data are getting the best protection possible. With NordVPN Plus, you'll get the ad, malware, and tracker blocker Threat Protection Pro. It has been voted as the best VPN malware protection and we also consider it the best threat protection feature offered by a VPN provider. To help secure your accounts, NordVPN Plus also comes with NordPass – one of the best password managers. If any of you Aussies are looking for encrypted cloud storage, you'll get 1TB of it with NordVPN Complete – as well as everything else mentioned. For UK users, NordVPN Ultimate includes all these features plus up to £5,000 in cyber insurance. This is designed to aid with scam loss and ID theft recovery. This isn't quite as much as the $1 million included with NordVPN Prime, thanks to NordProtect, but this is only available to US-based NordVPN subscribers. NordVPN Plus: get a free $20 Amazon gift cardDon't forget, free gift cards are also avaialble in the US and Canada. NordVPN Plus is the cheapest deal available and it's our #1 rated VPN. What you'll get...• Protection for up to 10 devices• Speeds of 950 Mbps+• Streaming service unblocking, including Netflix• Post-quantum encryption• Threat Protection Pro• NordPass password manager• 30-day money-back guarantee• $20 Amazon gift card (for a limited time only)• 2-year deal for $4.39 per month ($105.36 up front) We test and review VPN services in the context of legal recreational uses. For example: 1. Accessing a service from another country (subject to the terms and conditions of that service). 2. Protecting your online security and strengthening your online privacy when abroad. We do not support or condone the illegal or malicious use of VPN services. Consuming pirated content that is paid-for is neither endorsed nor approved by Future Publishing.
