Walmart has launched a new same day delivery service named Jetblack, which allows consumers to order goods via text.

The new service is thought to challenge Amazon Prime’s market dominance and allows shoppers to purchase items via Walmart.com as well as rival retailer websites.

Having launched in New York with a US-wide rollout planned, the service has been created as part of Walmart’s internal start-up incubator Store No. 8 and will come with a monthly membership fee of $50 with same-day and next-day delivery options for no additional costs.

Jenny Fleiss, Co-founder and Chief Executive of Jetblack, said, “The goal is to think about game-changing technologies that will change the way people shop.”

Buyers can purchase goods through text and with a personalized shopping experience via an online web chat facility.