Walmart (WMT) will make a big appearance its highly-anticipated annual subscription-based membership called Walmart+ this month.

The annual membership, which launches cross country on Sept. 15, will cost $98 every year, or $12.95 every month, the organization said. The advantage is a reasonable shot over the bow at Amazon (AMZN) — Walmart’s fiercest retail competitor — and is being offered at a discount to the tech goliath’s uncontrollably famous, $119 every year Prime subscription.

It additionally sets Walmart’s own status as an online behemoth in its own right. All through the pandemic, Walmart received the rewards of being a fundamental business that stayed open. As of late, the organization saw a gigantic spike in its e-commerce business, as purchasers loaded up on e-commerce and other merchandise during lockdowns.

Walmart+ members will get access to unlimited free delivery on in excess of 160,000 things, from groceries and toiletries to toys and electronics, which will be delivered to their doorsteps when the exact day. To qualify, orders must be at least $35.

The Walmart+ membership additionally includes fuel discounts of up to 5 cents for every gallon at Walmart, Murphy USA (MUSA) and Murphy Express gas stations. Individuals can access the Scan and Go feature in the Walmart App, permitting clients to pay on the spot and evade the cashier lines.

Janey Whiteside, Walmart’s chief customer officer, portrayed the membership program as “the ultimate life hack” for its clients.

“We’ve talked a lot about how the way customers shop is rapidly evolving today more than ever. We know that customers want more products than they can find in stores and online,” Whiteside said on a call with reporters.

“We know they want services that solve the needs that pop up in daily lives. And we know that our customers are looking to get time back all while keeping more money in their pocket,” she added.

The Walmart+ benefits are notwithstanding the retailer’s current offerings, for example, free curbside pickup, NextDay Delivery, and two-day delivery.

Undoubtedly, the retailer plans to add more advantages to the membership offering later on. Walmart is additionally offering a 15-day free preliminary for the membership.

Given Amazon’s developing strength, the subscription service has been foreseen for quite a while.

Whiteside, notwithstanding, minimized the Amazon impact, saying that it was “truly significant for us… to ensure that we comprehended what was generally significant for our clients. As we experienced the pandemic… what we saw was clients’ needs, and needs were evolving, and, at the outset, nearly consistently,” she included.

As per the chief, Walmart needed to comprehend what made a difference to its clients and give the correct advantages that are “sufficiently powerful and that scale enough.”

Shares of Walmart have climbed over 13% year-to-date. The stock shut down $1.45, or 1.03%, at $138.85 on Monday.