Different from Amazon’s target market, the online retailer is making strong efforts to open up an untapped customer base by offering discounted prime memberships, a new bargain section, and delivery pickup points.

“The strategy was to have a broader reach in the market and deliver value to consumers receiving government benefits — it’s different from Amazon’s historical demographic,” said Fred Killingsworth, CEO of e-commerce consultancy Hinge and a former Amazon employee. “The majority of folks that are buying things on EBT are redeeming government benefits at Walmart; it’s about being able to reach that untapped market.”

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