and Europe, amid inflation and other economic issues that have U.S. Amazon customers, meanwhile, are also newly debating the value of Prime after price hikes this year in markets like the U.S. The FTC is investigating whether Amazon used interface designs that manipulated customers into signing up for the membership program and whether it made it difficult to cancel. Of note, it also arrives at a time when Amazon Prime is in the Federal Trade Commission’s crosshairs. The addition of Walmart Rewards is meant to serve as another perk designed to encourage consumers to sign up for Walmart’s membership program instead of Amazon Prime. The retailer said at the time that the agreement would later allow customers to redeem rebates and offers to save on purchases along with other benefits. Instead, the feature is the first product to emerge as a result of Walmart’s partnership with the cash-back rewards platform Ibotta, announced last year. It’s also not an entirely in-house effort. But in Walmart’s case, the new rewards program is limited to its Walmart+ subscribers instead of being available to all shoppers. The system has some similarities with Target’s discount program, Target Circle, which presents various offers and digital gift cards to loyal customers who shop for specific products that can be redeemed at checkout. Those rewards can accumulate over time, allowing customers to apply their balance to a future Walmart purchase for further savings.

After buying a rewarded item, Walmart+ members will earn cash back in the form of digital “Walmart Rewards” that are saved to their Walmart Wallet in the app. They can then “clip” these offers like digital coupons to be used on upcoming purchases. Walmart+ subscribers will be able to browse the Walmart app for offers across a range of bestselling items, including groceries, household goods, pet care, and other categories.

On Wednesday, the Walmart+ subscription will gain a new cash back in the form of digital rewards that can be used on future Walmart purchases, the retailer told TechCrunch. Walmart is introducing another perk designed to sweeten the deal for its Walmart+ membership program - the retailer’s answer to Amazon Prime, which today offers a combination of free shipping, fuel discounts, contact-free checkout, exclusive deals, free streaming, and more.

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