Walmart+, the grocery chain’s (WMT -0.7%) membership service, has reached 32 million subscribers, estimates Deutsche Bank. The firm says that it expects subscribers to grow more rapidly after the “inflection point.”

Approximately 25% of respondents said that they use Walmart+, up from 19% in an earlier month. 57% said they belong to Amazon Prime.

The $99/year membership gives customers perks including free grocery deliveries for orders of at least $35. Walmart has been adding more benefits like prescription discounts and ending its online shipping minimum in an effort to compete with Amazon.