The Walmart+ battle with Amazon Prime is heating up.

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Walmart Inc. is adding another perk to its fledgling membership program — in a sign that it’s investing more to boost subscriptions during the crucial holiday season.

Starting Friday, the world’s largest retailer is removing the $35 minimum on online orders for Walmart+ members to receive free next-day or two-day shipping for most items, the company said in a statement. However, grocery orders from stores will still require that amount as a minimum for free expedited delivery.

The retailer has invested heavily in its e-commerce operations and it’s paying off with online sales booming during the pandemic as shoppers cut back on store visits. The latest salvo in its battle with Inc. is Walmart+, a competitor to the online giant’s popular subscription service. So far, Walmart has provided few details on the performance of its membership program since its debut in September.

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