Ahead of Amazon Prime Day, Walmart tries to move in

Walmart is trying to get a jump on Amazon’s second annual sales bonanza.

The world’s largest retailer is offering a free 30-day trial on its two-day unlimited shipping service, and an extra month free for paying members, as it looks to sharpen its approach to better compete with the online leader.

Amazon’s membership costs $99 a year but it comes with lots of perks like streaming music and video and household subscriptions.

In its annual shareholder letter in April, Amazon founder and CEO Jeff Bezos called it an “an all-you-can-eat, physical-digital hybrid.”

In a blog post early Wednesday announcing Walmart’s plan, Fernando Madeira, president and CEO of Walmart.com’s U.S. division wrote, “Once you start using it (ShippingPass), it’s hard not to notice the everyday low prices on the stuff you need and want.”