The retail giant has bundled its Walmart+ and Sam’s Club Plus memberships for a savings of nearly $100, which could appeal to stressed-out consumers.

This deal from Walmart comes at a time when consumers are battered by rising prices and increasingly worried about jobs — and serves as the latest challenge to Amazon.

“This is a direct shot at Prime,” Brett Rose, founder and CEO at wholesale distributor United National Consumer Suppliers, said by email. “$120 vs. [Amazon Prime’s] $139, and you get a warehouse club, delivery, streaming, and gas thrown in. On paper Walmart wins the value math easily.”

Amazon has pushed into Walmart’s territory by expanding faster delivery to rural America, which has meant building up its fulfillment capacity in those areas of the country. Walmart appears to be answering back in a number of ways.

Walmart already has a massive advantage in its physical presence, and this combination only enhances that. In the U.S. alone, the company runs 4,615 Walmart stores and over 600 Sam’s Clubs. By including a streaming service option, the membership tie-up also undermines the attractiveness of a key Amazon Prime perk.

Walmart has recently picked up sales and loyalty from wealthier customers, and the dual membership could help lock them in. Noting that more higher-income cohorts have become Walmart shoppers, Moody’s Ratings earlier this year picked the retailer as the biggest winner in the U.S., thanks to its “innovation supporting its value offering and best-in-class convenience.”

That doesn’t mean that people will switch away from Prime, though, as people shop at the two retailers differently — at Walmart for low prices and getting goods immediately, and Amazon for convenience and out of habit, according to Rose.

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