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Walmart is looking to create an online store that would sell other companies' video services, according to people familiar with the talks, opening up a new front in its fight with Amazon.

The world's largest retailer has approached several media companies about reselling their streaming services, according to the people who asked not to be identified because the talks are private. The idea would be to let customers of Walmart's video service, Vudu, pay for additional services like HBO Now, Showtime or Starz. The discussions are still exploratory, and Walmart's plans may change.

The retail giant is trying to convert its hundreds of millions of customers into users of online services, responding to changes in how those customers watch TV. DVD sales have declined for more than a decade, as customers trade discs for streaming services such as Netflix, Hulu and Amazon Prime.

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