Walmart+ Launches in Canada in First International Push

What's happening

On June 4, 2026, Walmart Canada launched Walmart+ in Canada, the first time the program has shipped outside the United States since its 2020 US debut. The Canadian plan is priced at CA$8.97 per month or CA$89.97 per year and bundles unlimited delivery with no order minimum, free shipping on eligible online orders, and Crave video streaming. The price undercuts Amazon Prime Canada by about CA$1 per month.

The launch is positioned as Walmart's first international test of its loyalty flywheel, the same engine Walmart has used to defend share against Amazon in the US over the past five years. Walmart+ membership is the foundation that ties the retail, advertising, and third-party marketplace pieces together; landing it in Canada signals that Walmart's marketplace ambition is no longer US-only.

Why it matters for Amazon brand owners

Walmart Marketplace is the most credible secondary channel for North American Amazon sellers in 2026, with Walmart Marketplace already on track for $150 billion in FY26 GMV and seller growth accelerating. A loyalty membership in Canada slowly broadens the demand base for that marketplace, and any seller who has been waiting for a real reason to test Walmart cross-border now has a sharper one.

The near-term impact on Amazon is modest. Amazon.ca remains the dominant Canadian marketplace, and Walmart+ on its own does not change that. The medium-term impact is the strategic signal: Walmart is exporting its US playbook, and brand managers and aggregators planning a multi-marketplace 2026-2027 should factor Walmart Canada into channel planning rather than treating it as background noise.

What to do in the next 90 days

1. 1.

   Pull a clean Amazon.ca baseline per top SKU

   Before testing Walmart Canada, know your Canadian Amazon economics cold. Per-SKU P&L on the .ca marketplace gives you the comparison anchor for whatever Walmart pricing or unit data you collect later.

2. 2.

   Identify the 10 SKUs most likely to travel

   Cross-border listings work for some SKU profiles and break for others. Products with strong velocity on Amazon.ca, low return rates, and a price point that survives currency and freight conversion are the candidates. Use winners and losers on Amazon.ca to surface them.

3. 3.

   Treat Walmart Canada as a 2027 question, not a today panic

   Walmart+ Canada needs to scale subscriber count, build third-party seller density, and earn merchandising trust before it materially moves Canadian e-commerce share. Run the planning exercise this quarter; commit budget next year once the signal is real.

How Nova helps

Nova supports Amazon.ca alongside the other 20 Amazon marketplaces it covers, with per-SKU P&L and editable cost inputs so a Canadian seller running cross-border can benchmark Amazon.ca economics before testing any new channel. Aggregators and brand managers watching marketplace expansion can isolate Canadian performance and judge the marginal cost of opening a new channel against a known base.