Are Paid Memberships to Amazon, Target and Walmart Worth the Cost?

Ben Mounsey-Wood Facebook Twitter LinkedIn

Retailer membership programs promise instant gratification — fast, free shipping of millions of products — plus other freebies and special deals. And despite annual fees that can hit more

than $100, many of us are paying up.

According to a 2023 survey by Deloitte, 53 percent of consumers shell out for so-called paid loyalty programs, up from 17 percent in 2021. It’s a big win for retailers; a 2020 survey by

McKinsey found that joiners are 60 percent more likely to increase their spending. Amazon Prime is the granddaddy of these programs. Rival Walmart started Walmart+ in 2020, and Target Circle

360 launched earlier this year.

The competition is intense for shoppers as the perks pile up. But are they worth it? Below is a rundown of benefits from the three biggies, with a spotlight on recent changes to each. If you

sign up for these or any other membership programs, stay on top of what you’re getting for your money, since companies can revise terms quickly. Amazon and Walmart, for example, regularly

tweak member benefits, and Target says to stay tuned for upgrades.

Price: $139, or $14.99 a month (students and government-assistance recipients may qualify for a discount)

My take: It costs a lot, but you get a lot.

Highlights:

same-day delivery.Deals. Access to big Prime Day sales and other member-only deal days; discounts at Whole Foods Market—including 10 percent off sale items—and many discounted items at

Amazon Fresh; plus exclusive Prime deals.Health care discounts. Virtual and in-person health care is available for an extra $99 a year or $9 a month, which is 50 percent off. Add up to five

family members for $66 a year per person or $6 per month.Multimedia extras. Unlimited photo storage, free music, books and games

What’s new:

specialty retailers, such as Cardenas Markets, Rite Aid, Save Mart and Mission Wine & Spirits. (No major national supermarket chains other than Whole Foods are included.)Free restaurant

delivery. A Grubhub+ membership, eliminating delivery fees on food orders above a minimum amount and giving you a 5 percent credit on eligible pickup orders, is now included in Amazon Prime;

previously, Prime members got Grubhub+ for only a year. (Restaurants may mark up prices on orders.)Drug discounts. Prime members on Medicare have unlimited access to 60 eligible

prescription medications for a total of $5 a month through Prime’s RxPass program. Target Circle 360

Price: $99 a year ($49 for holders of a Target Circle credit or debit card; $4.99 a month for college students)My take: If you get weekly deliveries of groceries and other products, this

program could pay off within a few months, since same-day delivery normally costs $9.99 per order.