If you already sell on Amazon, Walmart Marketplace is the obvious next channel. It has far fewer sellers in most categories, no monthly fee, and a customer base that shops differently. But it is not a copy of Amazon, and the costs and rules are different. This guide compares the two side by side so you can decide where Walmart fits.
Walmart vs Amazon at a glance
| Amazon (US) | Walmart Marketplace (US) | |
|---|---|---|
| Monthly fee | $39.99 on the Professional plan (or $0.99 per item on Individual) | $0 |
| Referral fees | Mostly 8% to 15%, varies by category | Mostly 6% to 15%, varies by category, with some categories higher |
| Fulfilment service | FBA (Fulfillment by Amazon) | WFS (Walmart Fulfillment Services) |
| Getting approved | Open sign-up with identity verification | Application reviewed by Walmart, with stricter checks on business details and sales history |
| Competition | Very high in most categories | Lower in many categories |
| Advertising | Sponsored Products, Brands, Display and DSP | Walmart Connect Sponsored Products, Sponsored Brands and Display |
Fee figures from published 2026 fee guides by Red Stag Fulfillment (Amazon) and Ecom Circles (Walmart). Always confirm the current rate for your category in Seller Central or Seller Center before pricing.
Where Walmart wins
- No monthly subscription. You only pay referral fees when something sells.
- Less competition. Many categories have a fraction of the sellers you face on Amazon, so a well-optimised listing can rank faster.
- Different shoppers. Walmart customers often compare on price and value. Products with a strong price point tend to do well.
- Diversification. If your Amazon account has a problem, a second channel keeps revenue coming in.
Where Amazon still wins
- Traffic. Amazon has far more shoppers, so the sales ceiling is higher.
- Advertising tools. Amazon Ads offers more ad types and more detailed reporting than Walmart Connect.
- Brand tools. Brand Registry, A+ Content and Stores are more developed than Walmart’s equivalents.
- Easier start. Walmart reviews every application and approves fewer sellers.
Which products do well on Walmart?
Products that already sell on Amazon with good reviews and stable stock are the best candidates. Everyday household items, home and kitchen, baby, pet supplies and consumables often perform well. Products that rely on heavy branding or very high prices can be slower, because Walmart shoppers are more price-led.
How to add Walmart without doubling your workload
- Start with your 10 to 20 best Amazon sellers rather than your whole catalogue.
- Match existing Walmart listings where they exist, and create new ones only for your own brand.
- Rewrite titles and key features for Walmart’s rules instead of copying Amazon text word for word.
- Keep stock in sync so you do not oversell on one channel.
- Watch pricing: Walmart can suppress listings that are priced higher than elsewhere online.
Do you need help running both?
EcomXpert has a dedicated Walmart department that runs Seller Center accounts every day, alongside our Amazon team. See our Walmart Marketplace management service, or our Amazon account management service if Amazon is your main channel.
FAQs
Is Walmart Marketplace cheaper than Amazon?
Usually a little. Walmart has no monthly fee and referral fees are similar to or slightly lower than Amazon’s in most categories. Fulfilment and advertising costs depend on your products.
Can I use the same listings on Walmart and Amazon?
You can reuse product data, but titles and descriptions should be adapted to Walmart’s content rules and search.
Is it hard to get approved on Walmart?
Walmart reviews every application and usually looks for a registered business with US tax details and a track record of selling online.
Should I sell on Walmart if I am new to e-commerce?
Most sellers do better starting on Amazon, then adding Walmart once they have products with proven demand.