Walmart and Amazon are competing to expand their reach in underserved rural areas of the United States by speeding up delivery times, according to reporting across multiple outlets. The rivalry centers on improving the availability and speed of online orders for people in small towns and rural communities, where e-commerce penetration has been lower than in major metro areas. PBS NewsHour cites an estimate from investment bank Morgan Stanley suggesting that the market for these underserved areas could be worth up to $1 trillion in annual sales, indicating substantial potential revenue if either retailer builds a stronger customer base. The Independent describes the effort as a race to faster fulfillment and delivery in small rural locations, with each company aiming to win loyalty from online shoppers who may currently have limited shipping options or longer wait times. Across sources, the shared theme is that delivery speed is becoming a key differentiator in rural e-commerce, and that retailers are investing in logistics to capture customers as demand grows. The coverage does not indicate a single winner or provide specific nationwide delivery-time targets, focusing instead on the competitive push itself and the scale of the potential market.