Axios | 1 Big Thing: Loosing Walmart's Vice-Grip

Amazon is moving in on Walmart's sales with low-income consumers.

Steve LeVine

Amazon is emerging as a substantial rival to Walmart in the fight for the estimated $624 billion-a-year market, joining other retailers and brands and betting that — as it has in so many industries — it can capture a large part of this much-overlooked cohort.

The company is leaning into its strong suit, injecting high-tech delivery into the fight. It assumes that discount shoppers want the same speedy delivery it offers to all its other customers — a perk that this market segment has long been excluded from, says Fred Killingsworth, a former Amazon manager who runs a retail consultancy.

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