The Real Cost of 'Convenience': Amazon Subscribe & Save vs. Target Circle 360 vs. Walmart Plus

Okay, I Did the Math So You Don't Have To

Real talk: I've been stacking coupons at Target for years. I know exactly how low I can get diapers when I combine Circle offers, manufacturer coupons, and that sweet 5% RedCard discount. But lately, everyone's been asking me about these subscription programs—Amazon Subscribe & Save, the new Target Circle 360, Walmart Plus—and whether they're actually worth the membership fees.

So I spent the last week digging into the actual numbers. Like, spreadsheet-level deep dive. I compared real prices, calculated membership ROI, factored in the hidden costs nobody talks about, and honestly? Some of what I found shocked even me.

Let's break down what each program actually costs you—and more importantly, when each one actually makes financial sense for families.

The Players: What You're Actually Paying For

Amazon Subscribe & Save (SNS)

Cost: FREE (no membership required)

Discount: 5-15% off (5% for 1-4 items, 15% for 5+ items)

Delivery: Monthly, on your schedule

Here's what most people don't realize: Amazon Subscribe & Save is actually free to use. You don't need Prime. You don't pay a monthly fee. You just set up automatic deliveries and get the discount. The catch? You're locked into that delivery schedule, and if you need something sooner, you're paying full price.

The 15% discount is legit—if you're hitting that 5-item threshold. For diapers alone, that's significant. But here's the thing Amazon doesn't advertise: their base prices fluctuate constantly. I've seen the same box of Huggies go from $42 to $38 to $45 in the same week. So that "15% off" is off whatever price they set that day.

Target Circle 360

Cost: $99/year (or $49/year if you have the Target Circle Card)

Discount: Unlimited free same-day delivery via Shipt, 5% off with Circle Card, exclusive Circle offers

Delivery: Same-day via Shipt

Target launched Circle 360 in April 2024 as their answer to Amazon Prime and Walmart Plus. The big sell is unlimited free same-day delivery through Shipt—which normally costs $10.99 per order. So the math is simple: if you order delivery more than 9 times a year, the membership pays for itself.

But here's what the marketing doesn't tell you: Shipt prices can be higher than in-store prices. Target says there's "no markup," but I've personally seen items priced differently in the app versus on the shelf. Plus, you're still expected to tip your Shipt shopper (and you should—those shoppers work hard).

Also, let's be real about that $49/year price—that requires the Target Circle Card, which is a credit card. If you're not comfortable opening another credit line, you're paying the full $99.

Walmart Plus

Cost: $98/year (or $12.95/month)

Discount: Free delivery on $35+ orders, fuel discounts (10¢/gallon), free Paramount+ streaming

Delivery: Same-day or next-day

Walmart Plus is the most aggressive on price, and they pack in the extras. The fuel discount alone can offset the membership cost if you drive a lot—I calculated that someone filling up a 15-gallon tank twice a month saves $36/year just on gas. Add in free Paramount+ (worth $60/year) and you're technically getting value even before the delivery savings.

But Walmart's grocery delivery has quirks. Substitution policies can be frustrating—you might order Pampers and get Parent's Choice (which, honestly, might be fine, but if you have a brand preference, it's annoying). And their app isn't as smooth as Target's or Amazon's.

The Real Numbers: Diaper Math Breakdown

Let's get specific. I tracked prices for a one-month supply of Size 3 diapers (approximately 200 diapers) across all three platforms over a two-week period. Here's what I found:

Amazon Subscribe & Save

Huggies Snug & Dry, Size 3, 222 count:

Base price: $42.99

With 15% SNS discount: $36.54

Per diaper: $0.165

Pampers Baby Dry, Size 3, 198 count:

Base price: $44.99

With 15% SNS discount: $38.24

Per diaper: $0.193

Note: Amazon frequently offers additional coupons on top of SNS. I saw a $3 off coupon on Huggies during my tracking week, which would bring the box down to $33.54 or $0.15 per diaper.

Target (with Circle Card, no membership)

Huggies Snug & Dry, Size 3, 222 count:

Regular price: $42.99

With 5% Circle Card: $40.84

(Plus, Target frequently offers $10-15 gift cards with $50+ diaper purchases)

Pampers Baby Dry, Size 3, 198 count:

Regular price: $44.99

With 5% Circle Card: $42.74

Walmart (in-store, everyday price)

Huggies Snug & Dry, Size 3, 192 count:

Price: $34.25

Per diaper: $0.178

Pampers Baby Dry, Size 3, 234 count:

Price: $47.19

Per diaper: $0.20

Luvs Pro Level Leak Protection, Size 3, 264 count:

Price: $35.99

Per diaper: $0.136

What This Actually Means

If you're buying Huggies Size 3 exclusively, Amazon SNS with the 15% discount gives you the best per-diaper price at $0.165—but only when you hit that 5-item threshold. If you're only subscribing to 1-4 items, you're only getting 5% off, which puts you at $0.184 per diaper—more expensive than Walmart's everyday Luvs price.

Target's everyday prices with the Circle Card aren't the cheapest, but here's the kicker: Target's gift card promotions change the math completely. During my tracking period, Target offered a $15 gift card with a $75 baby care purchase. If you bought two boxes of Huggies ($85.98), you got $15 back—effectively making each box $35.49 or $0.16 per diaper. That's competitive with Amazon's best SNS price, and you don't have to subscribe to 5 items to get it.

Walmart's everyday prices are middle-of-the-road, but their Parent's Choice store brand is consistently the cheapest option at around $0.125 per diaper. If your baby does well with generic diapers (and many do), Walmart is your budget winner regardless of membership.

The Hidden Costs Nobody Talks About

Amazon Subscribe & Save Traps

Price Creep: Amazon changes prices frequently. Your $36 box might become $41 next month, and unless you're paying attention, you won't notice until it ships. I recommend checking prices 3-5 days before each delivery.

The 5-Item Minimum: To get that 15% discount, you need 5+ items shipping in the same month. If one item goes out of stock or you cancel it, your entire shipment drops to 5% off. I've had this happen—it's frustrating.

Over-Subscription: It's easy to subscribe to things you don't actually need because "it's only $5." Those $5 subscriptions add up, and before you know it, you're drowning in baby wipes you bought "just to hit the 5-item threshold."

Target Circle 360 Reality Check

The Shipt Tipping Expectation: Shipt shoppers are independent contractors who rely on tips. If you're not tipping at least $5 per order, you're not really accounting for the true cost of that "free" delivery. Add $5 to each delivery, and suddenly you need 20 deliveries per year (not 9) to break even on that $99 membership.

Substitution Roulette: When items are out of stock, Shipt shoppers make substitutions. Sometimes this works in your favor (upgraded product, same price), but sometimes you get something you don't want or need.

The Credit Card Requirement: To get that $49/year price, you need the Target Circle Card. If you're working on your credit or don't want another card, you're paying double.

Walmart Plus Gotchas

The $35 Minimum: Free delivery requires a $35 order. If you just need diapers and they're $34, you're either adding something you don't need or paying a delivery fee.

Inconsistent Inventory: Walmart's online inventory doesn't always match their store inventory, especially for baby items. You might order something that's "in stock" only to get a cancellation email an hour later.

The Paramount+ Factor: Sure, you get free streaming—but is that actually valuable to you? If you already have Netflix, Hulu, and Disney+, another streaming service might just be clutter, not savings.

So Which One Should You Actually Choose?

After all this math, here's my honest breakdown by family type:

Choose Amazon Subscribe & Save If:

You value predictability over absolute lowest price

You can consistently hit that 5-item threshold (I do diapers, wipes, formula, baby food pouches, and either detergent or toilet paper—works perfectly)

You don't have time to hunt for deals (SNS prices are "good enough" without effort)

You live in an area where Amazon delivery is reliable

Real-world ROI: With 5 items at 15% off, you'll save roughly $15-25 per month on baby essentials. Over a year, that's $180-300 in savings—for free. Hard to beat.

Choose Target Circle 360 If:

You order Target delivery at least twice a month (with tips, you need ~20 deliveries/year to break even)

You live in an area with good Shipt coverage

You already have or want the Target Circle Card (that $49/year price is compelling)

You value same-day delivery over lowest price

Real-world ROI: If you do 24 deliveries per year (2/month) and tip $5 each, you're spending $99 + $120 = $219 total. Without the membership, those same deliveries would cost $263.76 ($10.99 × 24). You're saving $44/year before any other benefits. It's not massive savings, but if you value convenience, it might be worth it.

Choose Walmart Plus If:

You drive a lot and can use that fuel discount (this alone can offset the membership cost)

You shop Walmart regularly anyway

You're comfortable with store-brand diapers and baby products (the real savings are in Parent's Choice, not name brands)

You want the streaming service included

Real-world ROI: With the fuel discount alone (10¢/gallon, 30 gallons/month), you're saving $36/year. Add Paramount+ value ($60/year) and you're at $96 in benefits for a $98 membership. The delivery savings are basically gravy.

Or... Choose None of Them

Here's the truth bomb: If you're willing to put in the work, you don't need any of these programs. I consistently beat all of these prices by:

Stacking Target Circle offers + manufacturer coupons + gift card promotions (my best diaper hauls hit $0.12-0.14 per diaper)

Shopping Walmart's clearance sections (I've found name-brand diapers at 50% off)

Using cashback apps like Ibotta and Fetch Rewards on top of store discounts

Buying in bulk during Amazon's Prime Day or Target's baby sales

But that takes time—time a lot of busy parents don't have. These subscription programs are paying for convenience, not just products. And there's no shame in that.

My Personal Recommendation (If You're Forcing Me to Choose)

If I had to pick just one program for a new parent, I'd go with Amazon Subscribe & Save—and here's why:

It's free. The 15% discount is substantial. The predictability is priceless when you're sleep-deprived and running on fumes. You set it up once, and diapers just show up. No hunting, no clipping, no wondering if you remembered to buy wipes.

But—and this is important—I still keep a Target Circle Card for when the stars align and there's a killer gift card promotion. And I shop Walmart for big stock-up trips when I have time to drive there.

The subscription programs aren't mutually exclusive. Use Amazon for your predictable essentials. Use Target when the deals are hot. Use Walmart for generics and fuel. The real pros mix and match.

The Bottom Line

Don't let FOMO push you into a membership you don't need. Calculate your actual usage. If you're doing the math and it doesn't work out, don't force it. There are plenty of ways to save on baby products without paying annual fees.

But if the convenience buys you back an hour of sleep, an evening with your partner, or just the mental bandwidth to remember that you also need to buy milk? That might be worth more than any spreadsheet can calculate.

What's your subscription strategy? Are you Team Amazon, Target, Walmart, or None of the Above? Drop a comment—I read every single one.

Disclosure: This post contains affiliate links to Amazon. If you purchase through these links, I may earn a small commission at no extra cost to you. I only recommend products and services I genuinely believe in. All price data was collected in February 2026 and is subject to change. Membership costs and benefits are current as of publication date.