Amazon.com (AMZN) said Tuesday that it will start offering discounts to members of its Prime subscription service who receive U.S. government aid. 

The initiative directly takes aim at Amazon rival Walmart (WMT) , the biggest recipient of the Supplemental Nutrition Assistance Program (SNAP), with at least one in five Walmart consumers paying via food stamps. Dollar stores such as Dollar General (DG) and Dollar Tree (DLTR) , which also accept food stamps, could also be hurt by Amazon's new approach. 

Seattle-based Amazon said it would offer the $10.99 per month Prime service for $5.99 per month to those receiving government assistance including welfare and food stamps.

Shares of Amazon were rising slightly on Tuesday. 

(Amazon.com is held in the Growth Seeker portfolio. See all of the holdings with a free trial ).

Read More Trending Articles:

More from Stocks

What is a Stop-Limit Order and When Should You Use It?

What is a Stop-Limit Order and When Should You Use It?

Starbucks Shares Gain as Investor Day Highlights China Growth Ambitions

Starbucks Shares Gain as Investor Day Highlights China Growth Ambitions

Real Money Video Wrap: GE Jumps as Analysts Look to Price in Bottom

Real Money Video Wrap: GE Jumps as Analysts Look to Price in Bottom

Adobe Tops Q4 Sales Forecasts, Sees $11.1 Billion in 2019 Revenues

Adobe Tops Q4 Sales Forecasts, Sees $11.1 Billion in 2019 Revenues

Stocks End Indecisively, General Electric Rises, Key Trends You Need to Watch

Stocks End Indecisively, General Electric Rises, Key Trends You Need to Watch