The grocery wars are heating up as Walmart rolls out new Burger King discounts for members

• Walmart+ members will now get discounts at Burger King, including 25% off digital orders.
• The move likely comes as part of a push to challenge one of its key competitors, Amazon Prime.

Walmart is trying its best to make its paid membership program more appealing than Amazon Prime.

The grocery giant announced Thursday that members of Walmart+ will now get discounts at Burger King as part of a new partnership with the fast-food chain.

This includes 25% off digital orders at Burger King. From September, Walmart+ members can also claim a free Whopper with their order every three months.

"Offered at no extra cost to the Walmart+ membership, the Burger King benefit is the latest move by Walmart+ to give its members even more value," the company said.

But it's also likely a move to lure grocery shoppers away from Amazon Prime and into Walmart's membership program, which is massively overshadowed by its rival. Walmart+ costs $98 a year plus applicable tax, while Prime costs $139.

Amazon said in 2021 that it had 200 million Prime members globally.

Estimates vary on the number of Walmart+ subscribers. The Wall Street Journal, citing sources familiar with the matter, reported in August that the membership plan had about 8 million subscribers, of which around a million were Walmart workers who were offered free memberships.

In 2023, the payments news outlet PYMNTS estimated that Walmart+ had around 59 million members as of October 2022, while market research firm eMarketer said in 2023 that Walmart+ membership was set to grow to over 29 million subscribers.

Regardless, it seems the consensus is that Walmart has a way to go to catch Amazon.

Walmart did not immediately respond to a request for comment from Business Insider.