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Walmart is expanding its grocery subscription service. And at $98 a year, it is much cheaper than Amazon.com’s .

Since Amazon bought Whole Foods, more grocery stores have taken proactive steps to keep up with the e-commerce giant’s grocery-delivery offering. Walmart delivers groceries, and has begun rolling out a subscription service called Walmart Unlimited that isn’t unlike Amazon’s “subscribe for free delivery” model.

The difference is Walmart’s service costs $98 annually, compared with Amazon Fresh’s $180 a year, which is on top of the required Amazon Prime subscription of $119, for a total of $299 a year. Even those with Amazon Prime’s $59 a year student discount would pay more when adding Amazon’s grocery service.

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Walmart’s subscription provides unlimited free grocery deliveries, though the retailer will continue to offer pay-per delivery service for nonmembers.

“We’ve been investing in our online grocery business by quickly expanding our grocery pickup and delivery services,” said Tom Ward, Walmart’s senior vice president of U.S. digital operations.

The subscription was tested in Houston, Miami, Salt Lake City, and Tampa, Fla., but is now coming to 200 metro areas where the company already offers delivery. The service will be available in more than 1,600 stores, or 50% of the country, by the end of 2019, the company said.

Items available include produce, meat, seafood and bakery, along with pantry staples, consumables, and general merchandise, the company said. The prices will be the same as in-store.

Delivery Unlimited is Walmart’s latest attempt to keep up with Amazon. It has already said that free “NextDay” delivery will soon be available to 75% of the U.S. population. That news came after Amazon began offering next-day delivery to Prime members.

Walmart stock (ticker: WMT) was up 0.8% to $116.99 shortly after the market opened on Thursday, while Amazon stock (AMZN) was up 1% to $1,841.21. The S&P 500 was up 0.3%.

Write to Connor Smith at connor.smith@barrons.com