What: Walmart is trying to recapture lost customers by reducing its subscription fees;

Why it is important: It’s all about the timing.

Walmart has launched its July Deals sale, offering a 50% discount on Walmart Plus memberships, now priced at USD 49 for a year. This promotion, timed just before Amazon's Prime Day, provides several advantages such as free grocery deliveries, free shipping, discounts on fuel, free tire repairs, and a Paramount Plus subscription. The membership also offers early access to sales, allowing members to shop five hours before non-members. The promotion is aimed at drawing customers ahead of competitive sales and is available for new or returning members until midday on July 18.

Walmart reduces its membership fees to lure Amazon shoppers ahead of Prime Day