The benefits you get are really just delivery of in-store items to your house, it seems your walmart.com experience doesn't change much. Based on what I've seen on Amazon fresh, you'd probably make up your $98 pretty quick if you moved all your grocery shopping from fresh to WM+.
But even more competitive with Amazon, the Walmart in Van Horne, Texas has all that available for same day delivery too even though it’s 200 miles from El Paso and even further from Dallas.
Walmart is cheap, but often high quality for staples. They have a good to great organics food section, their toiletries section carries high quality diapers, their toy section has legos and other luxury toys etc etc etc.
even their clothes are of good quality (although no luxury brands).
Walmart actually has nicer stuff than Target a lot of the time.
"Target-exclusive shoppers are more likely to be female, younger and richer. For example, Target-exclusives had an average household income of about $85,000, compared to $57,000 for Walmart-exclusives, according to a 2005 survey." https://www.jacksonville.com/article/20111104/ENTERTAINMENT/...