Major U.S. retailers are taking bold steps into the world of digital currencies. As the GENIUS Act (the first comprehensive federal legislation to regulate stablecoins) clears the Senate and heads to the House of Representatives, companies like Walmart and Amazon are ramping up their efforts to launch proprietary stablecoins. This regulatory shift is poised to redefine how payments are processed in America, and the corporate response is already underway.
In an evolving financial landscape, the timing couldn’t be more critical. With the promise of reduced transaction fees, faster settlements, and more control over payment ecosystems, stablecoins are becoming a strategic priority for America’s retail giants.
Why Big Retail Is Entering the Stablecoin Arena
Amazon and Walmart aren’t just experimenting with blockchain for fun, they’re targeting inefficiencies at the heart of modern commerce. Both companies are actively exploring the development of their own stablecoins, likely pegged 1:1 to the U.S. dollar, to integrate into their respective payment ecosystems.
The motivation is clear: by bypassing traditional banking and credit card infrastructures, they could drastically reduce the fees paid to networks like Visa and Mastercard. These fees, often ranging from 1.5% to 3.5%, represent billions in annual costs for companies operating at the scale of Amazon or Walmart. Stablecoins offer a way to conduct payments directly with customers while retaining more of their margins and data.
In doing so, these corporations also gain more control over the customer payment experience which is an increasingly valuable asset in the digital economy. Instead of relying on third-party financial institutions, retailers can tailor transactions, offer loyalty integrations, and analyze purchasing behavior more directly.
Walmart and Amazon: Laying the Foundation
Walmart’s interest in blockchain is nothing new. In 2019, the company filed a patent for a blockchain-based digital currency named “WMT.” This proposed stablecoin was designed to function much like a store-branded dollar, usable for purchases at Walmart and potentially linked with loyalty rewards or financial services. While the project never materialized, it marked an early signal of Walmart’s long-term ambitions.
Now, Walmart has renewed its push to develop a USD-backed stablecoin, contingent on regulatory clarity. Executives are reportedly monitoring the progress of the GENIUS Act closely, as its passage would provide the legal certainty needed to move forward with a compliant product.
Amazon, on the other hand, is still in earlier stages of development. Internal discussions have explored both the integration of existing stablecoins and the possibility of launching a proprietary digital token. Amazon’s massive global reach and infrastructure make it a prime candidate for stablecoin adoption, especially given its ambitions to reduce dependency on third-party payment processors.
Beyond Amazon and Walmart, other companies like Expedia and several major airline brands are also exploring stablecoin integrations. Meta (formerly Facebook) is in talks with stablecoin providers to facilitate cross-border payments across its messaging and social platforms. This growing trend suggests that stablecoins may soon be a common feature in consumer-facing apps and services.
The GENIUS Act: A Catalyst for Stablecoin Innovation
The momentum behind these stablecoin initiatives is closely tied to the recent advancement of the GENIUS Act. On June 17, 2025, the U.S. Senate passed the bill with a bipartisan 68–30 vote, making it the first major piece of federal legislation to provide a regulatory framework for stablecoins.
The GENIUS Act, short for Guaranteeing Essential Neutrality in United States Stablecoins, establishes a clear path forward for both banks and non-bank entities to issue payment stablecoins under a federal license. It mandates 1:1 fiat backing for all issued stablecoins, ensures consumer protections, and lays out strict auditing and transparency requirements. Perhaps most importantly, it sets definitive criteria for who can issue stablecoins: subsidiaries of federally insured banks, state-regulated institutions that meet federal standards, or nonbank financial entities granted special charters.
This clarity removes the ambiguity that has long plagued the U.S. stablecoin sector. Until now, companies were reluctant to invest in branded digital currencies for fear of running afoul of regulatory agencies. With a framework finally in place, many are jumping into action, hoping to secure early mover advantages in a space likely to experience explosive growth.
📉 LATEST: Visa & Mastercard dropped ~5% today after reports Amazon, Walmart & others are looking at stablecoins — just as the GENIUS Act opened the door.
— CryptosRus (@CryptosR_Us) June 18, 2025
Why the panic?
Stablecoins can cut payment costs by up to 85%, bypassing card networks entirely.
That’s a huge threat to… pic.twitter.com/s407dNWY8v
A Race for Market Share in the New Digital Payments Era
The passage of the GENIUS Act in the Senate has triggered a ripple effect across corporate America. From fintech startups to household retail brands, companies are racing to prepare for what they view as the future of payments.
Retail groups like the Merchants Payments Coalition are among the most vocal supporters of the GENIUS Act. They argue that the legislation introduces much-needed competition into a payments sector currently dominated by just a few large card networks. With stablecoins, merchants can regain leverage, reduce operating costs, and offer customers more flexible payment options.
There’s also an element of competitive urgency. If Amazon or Walmart successfully launch a branded stablecoin and integrate it seamlessly into their ecosystems, it could create a major shift in consumer payment behavior. Other companies may find themselves playing catch-up or losing market share, if they don’t act quickly.
Regulation Builds Consumer Trust
Beyond corporate strategy, the GENIUS Act is also a win for consumer protection and confidence. By requiring stablecoins to be fully backed by secure, liquid U.S. dollar reserves, the Act helps address long-standing fears about the safety and reliability of digital currencies. It also requires regular audits, clear redemption policies, and federal/state oversight, ensuring transparency for end users.
This is especially important in the wake of past high-profile collapses in the crypto space. Consumers are more likely to adopt a new payment method if they know it’s backed by real assets, regulated by the government, and subject to strict compliance standards. By setting these guardrails, the GENIUS Act may help bring stablecoins into the mainstream faster than ever anticipated.
What Comes Next: Waiting on the House
While the GENIUS Act has cleared a major hurdle in the Senate, it must now pass through the House of Representatives before becoming law. Lawmakers in the House are expected to debate the bill in the coming weeks, with supporters hopeful for a final vote before the end of the summer legislative session.
If the Act is passed, analysts expect a flurry of official announcements from major corporations regarding stablecoin initiatives. Pilot programs, beta launches, and payment system integrations are all on the horizon. It’s likely that we’ll see a convergence of tech, finance, and retail as digital currencies become a key feature of the American payment infrastructure.
Conclusion: A New Chapter in Payments Begins
The convergence of corporate interest and legislative clarity marks a pivotal moment for the U.S. digital asset economy. With the GENIUS Act moving through Congress and big names like Walmart and Amazon preparing their next moves, stablecoins are on the verge of going from niche crypto tools to everyday payment instruments.
As companies adapt to the new regulatory landscape and compete to lead the next generation of finance, consumers stand to benefit from faster, cheaper, and more flexible ways to pay. The stablecoin era isn’t just coming, it’s already begun.
