Amazon is slashing the price of Prime memberships for customers on government assistance.
The company announced this week anyone who receives government aid, like food stamps, will pay $5.99 per month for a yearlong Prime subscription. The standard monthly fee is $10.99.
All you need to qualify for the discount is a valid Electronic Benefits Transfer card.
EBT cards are used to distribute benefits from government programs like the Supplemental Nutrition Assistance Program, otherwise known as SNAP.
Amazon Prime's vice president says the company launched the discount to make its "everyday selection and savings more accessible."
But the move could also be a challenge to one of Amazon's biggest competitors: Walmart.
As The Wall Street Journal notes, Walmart made about $13 billion in sales from customers using SNAP benefits in 2016.
According to the latest data from the U.S. Department of Agriculture, about 43 million Americans depend on food stamps from SNAP.