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Late last month Whole Foods announced a new $9.95 delivery fee. On the same day, Walmart said it would give $9.95 to shoppers who sign up for its Walmart+ membership platform. And on that same day, Walmart tweeted, “Really? Who charges members a Whole new $9.95 fee to get their groceries delivered?”

Walmart jumped at the opportunity to level a dig at Whole Foods, a company most don’t see as the retail behemoth’s competitor. However, Walmart is making efforts to move upmarket and court Whole Foods shoppers who are unhappy with the new fee. The company has also been pursuing affluent customers with offerings like organic products and a personal shopping service.

Walmart+, which offers perks like free shipping, prescription discounts and fuel savings, has gained between 10 million and 14 million members since it rolled out in September 2020, according to the financial news site Seeking Alpha. Walmart+ costs $98 per year or $12.95 per month.

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