Walmart Inc.'s subscription service signed up about 32 million households in its first year, according to a Deutsche Bank survey.
About 25% of consumers surveyed in June and July said they had Walmart Plus. The bank's monthly consumer report, released on Sept. 14, said that's up from about 19% in previous months.
A Walmart spokeswoman said Monday that the company doesn't comment on reports such as the one from Deutsche Bank.
Walmart Plus, introduced in September 2020, is often compared to Amazon.com's Prime membership program. Amazon claims to have more than 200 million Prime members.
Though similar in price, the two programs differ in the services offered to members.
At $98 a year or $12.95 per month, Walmart Plus includes unlimited same-day grocery and general merchandise delivery; free shipping on items ordered through Walmart.com, a prescription discount program and discounts on gasoline bought at Walmart and Sam's Club stations.
An Amazon Prime membership is $119 a year or $12.99 a month. Members get benefits such as free shipping and access to media streaming services.