Amazon Prime has been an enormous influence on e-commerce, but this online juggernaut is beginning to show cracks. Now is the time for arch-rival Walmart to swoop in with a Prime-like offering that strikes at the weaknesses Amazon has introduced into its formidable loyalty program: price, a lack of focus, and competing subscription services. Here’s the problem. Amazon has invested in its Prime program continuously, adding feature after feature in an obvious bid to make the service appear as valuable as possible. But while these additions are superfluous to many a user’s needs, everyone pays for them whether they’re used or not. That’s part of the strategy, of course — if you know your customer won’t stop paying for a subscription, you can use that to squeeze the life out of other subscriptions they might pay for, and redirect that money to yourself. Prime Video and Music, for example, are clearly meant to take the place of Netflix or HBO and Spotify or Apple Music. Why pay for two? And if you have to choose, well, it’s easier to quit HBO than Prime.