02Gross profit rate also benefited from continued growth in higher margin businesses, including advertising Membership and other income increased $0.2 billion or 11.2% and $0.6 billion or 19.0% for the three and six months ended July 31, 2026, respectively, primarily due to strong growth in membership income globally Walmart U.S. membership and other income increased 15.6% and 30.4% for the three and six months ended July 31, 2026, respectively, primarily driven by double-digit percentage growth in membership fee revenue from Walmart+ The Company states its objective includes expanding our ecosystem in higher margin areas, such as digital advertising
service annuitygets paid again without selling again