AI-generated summary — In May 2025, Amazon Prime maintained dominance with 67.7% of U.S. consumers having the subscription versus 33.7% for Walmart+. Prime was especially strong with Gen Z (74.0% vs. 49.7% for Walmart+) and consumers under financial strain (65.2% vs. 39.1%). Nearly 30% subscribed to both, and these dual members spent the most per purchase ($209 vs. $151.9 Walmart-only). Grocery shopping favored Walmart (44.4% vs. 13.7% Amazon), while non-grocery retail favored Amazon (61.6% vs. 12.9%).