Grocery Delivery Passes
Including the markup they don't tell you about.
The markup most comparisons ignore
Walmart+ and Target Circle 360 charge in-store prices with no item markup. Instacart marks up items by ~15% on average — on a $200/week grocery bill, that's ~$1,560/year in hidden costs on top of your membership fee.
Side-by-Side Comparison
6 delivery passes compared by fee, delivery minimums, item markup, and perks.
| Service | Annual Fee | Monthly | Free Delivery Min | Item Markup | Delivery Speed | Top Perks |
|---|---|---|---|---|---|---|
 Costco | $65 /yr
$130/yr Executive | — | Free | None | Same-day via Instacart (extra fee) | 2% cashback (Executive) Costco gas stations
+1 more
|
 DoorDash DashPass | $96 /yr | $9.99/mo | $25 + | ~10% | Same-day (1–2hr) | $0 delivery on restaurants ($12+) Reduced service fees
+1 more
|
 Walmart+ | $98 /yr | $12.95/mo | $35 + | None | Same-day & next-day | Free Paramount+ included Fuel discounts (10¢/gal)
+1 more
|
 Target Circle 360 | $99 /yr
$49/yr w/ Target Circle Card | — | $35 + | None | Same-day (1hr available) | Apple Fitness+ included Free Shipt membership
+1 more
|
 Instacart+ | $99 /yr | $9.99/mo | $35 + | ~15% | Same-day (1hr available) | 5% credit on pickup orders Lower service fees
+1 more
|
 Amazon Fresh | $139 /yr | $14.99/mo | $100 + | ~5% | Same-day & 2hr windows | All Prime benefits included Prime Video & Music
+1 more
|
| Service | Annual | Min Order | Markup | Pickup |
|---|---|---|---|---|
| Costco | $65 | Free | None | — |
| DoorDash DashPass | $96 | $25 | ~10% | — |
| Walmart+ | $98 | $35 | None | ✓ |
| Target Circle 360 | $99 | $35 | None | ✓ |
| Instacart+ | $99 | $35 | ~15% | ✓ |
| Amazon Fresh | $139 | $100 | ~5% | ✓ |
Costco
$130/yr Executive
Free
Same-day via Instacart (extra fee)
Membership required to shop; bulk pricing; delivery via Instacart costs extra
View Details → DoorDash DashPass
$25+ orders
Same-day (1–2hr)
Covers restaurants + grocery; service fees reduced, not eliminated
View Details → Walmart+
$35+ orders
Same-day & next-day
In-store prices online — no markup
View Details → Target Circle 360
$49/yr w/ Target Circle Card
$35+ orders
Same-day (1hr available)
In-store prices online — no markup
View Details → Instacart+
$35+ orders
Same-day (1hr available)
Multi-store access; ~15% avg item markup vs in-store
View Details → Amazon Fresh
$100+ orders
Same-day & 2hr windows
Includes all Prime perks; $35+ minimum in some areas
View Details →What "Item Markup" Actually Means
Some delivery services charge the same prices you'd see on the shelf. Others add a per-item markup that doesn't appear as a separate line item — it's baked into every product price.
Walmart+ and Target Circle 360 charge the same prices online as you'd pay walking into the store.
A $200/week grocery bill costs you $200.
Instacart+ marks up individual items by an estimated 15% on average, varying by store and item.
A $200/week grocery bill actually costs you ~$230 — that's $1,560/yr extra.
Data source: Public pricing from provider websites. Item markup estimates based on independent price comparisons.
Last verified: March 2026. Prices may vary by location.