Walmart ran 11,000 rollbacks last quarter, roughly double the same period a year ago, and the money paying for them comes from a business most of its competitors don't have. Advertising and membership now account for about a third of Walmart's operating income and grew 38% in the quarter. Rick Watson and Jessica Lesesky go through what that does to everyone on the other side of the table: suppliers facing another round of concession requests, grocers without a profit pool deep enough to fund a price war, and Target, which took its tariff relief to the bottom line while Walmart handed its own back to shoppers. They also get into the 17% of affluent shoppers who now start their trip at Walmart, what a vendor can realistically do about pack sizes when the rollback ask keeps coming, and whether 28% ecommerce growth counts as ecommerce growth when a store associate does the picking.

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