Dive Brief:

• Wal-Mart's potential Amazon Prime shipping competitor now has a name: ShippingPass.
• The name was revealed when the company unintentionally put a link on its live website to the service, TechCrunch reported.
• The service is expected to cost $50 a year and will be offered on a limited/test basis.

Dive Insight:

While the prospect of an Amazon Prime competitor at half the price has obvious appeal to consumers, there's no evidence so far that ShippingPass will be "all that." What appears likely so far is that $50 will get customers unlimited three-day shipping for a year. However, Amazon Prime comes with two-day shipping and access to an enormous streaming library, photo storage, and book downloads at no additional cost over the annual subscription of $99.

Of course, Wal-Mart has the ability and money to offer those same services and low pricing is the Wal-Mart model. But for now, unless a customer orders a lot of goods from Wal-Mart, it's hard to see the value here. Wal-Mart now has a waitlist for the service, which remains 'officially' unnamed on its website, although the title of the page is "SP Waitlist."