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Short answer: Amazon is the bigger opportunity in raw traffic, but it is also far more crowded and charges a $39.99 monthly selling fee. Walmart Marketplace has no monthly fee, much less competition and lower ad costs, but you must be approved to sell. For most established US brands, the best answer is not either-or: win on one marketplace first, then add the second once operations are stable.
Sellers ask us this question every week. The honest answer depends on your products, margins and how ready your business is. This guide compares selling on Walmart vs Amazon on the things that actually change your profit: fees, approval, competition, fulfillment, advertising and the Buy Box.
Walmart vs Amazon at a glance
| Factor | Walmart Marketplace | Amazon |
|---|---|---|
| Monthly fee | None | $39.99 (Professional plan) |
| Referral fees | Mostly 8% to 15%, by category | Mostly 8% to 15%, by category |
| Who can sell | Application and approval required | Open sign-up |
| Active sellers (industry estimates) | Roughly 150,000+ | Over 2 million |
| Fulfillment program | Walmart Fulfillment Services (WFS) | Fulfillment by Amazon (FBA) |
| Advertising | Walmart Connect, generally lower CPCs | Amazon Ads, more competitive bids |
| Best for | Established brands wanting less competition | Brands wanting the largest audience |
Seller counts are third-party estimates and change often. The direction is what matters: Amazon has many times more sellers competing for each search.
Fees: Walmart vs Amazon
Walmart charges no monthly subscription. You pay a referral fee on each sale, which varies by category and mostly falls between 8% and 15%. If you use Walmart Fulfillment Services, you also pay fulfillment and storage fees.
Amazon charges $39.99 a month for the Professional selling plan, plus a referral fee on each sale (also mostly 8% to 15% by category). FBA adds fulfillment and storage fees, and Amazon has added extra fees over the years, such as inbound placement fees and low-inventory fees.
On a per-sale basis the two are often close. The bigger cost difference usually comes from advertising, not from referral fees.
Approval: the biggest barrier on Walmart
Anyone can open an Amazon seller account. Walmart Marketplace is application-only. Walmart typically looks for:
- A registered US business (or an eligible international business) with a tax ID.
- Proof of marketplace or e-commerce sales history.
- Products that fit Walmart's catalog and pricing standards.
- The ability to meet shipping and customer-service performance standards.
This is why many sellers start on Amazon and add Walmart later. If you need help with a US business setup, our US LLC and seller account setup service covers Walmart applications too. For the full process, read how to sell on Walmart Marketplace.
Competition and traffic
Amazon has far more shoppers, but also far more sellers fighting for each search. On many Amazon searches, the first screen is mostly sponsored results, and new products need heavy ad spend to be seen.
Walmart has less traffic overall, but each listing faces fewer competitors. In many categories, a well-optimised listing with competitive pricing can reach page one faster on Walmart than it would on Amazon.
WFS vs FBA
Both marketplaces offer a fulfillment program where they store, pick, pack and ship your orders.
- Fulfillment by Amazon (FBA) is the more mature program, with Prime eligibility and a huge warehouse network. It also has more fee types and stricter inventory rules.
- Walmart Fulfillment Services (WFS) gives listings fast-shipping tags and can help with search ranking and the Buy Box on Walmart. Its fee structure is simpler, and it is growing quickly.
If you already use FBA, adding WFS is usually straightforward. Inventory and reimbursement tracking need attention on both.
Advertising: Walmart Connect vs Amazon Ads
Advertising is where the profit gap often opens up. On Amazon, competitive categories can push sellers to spend a large share of revenue just to stay visible. Walmart Connect (Sponsored Products, Sponsored Brands and display) usually has lower cost per click because fewer advertisers are bidding.
On either platform, the same rules apply: set a target ACoS from your margins, separate research and performance campaigns, and harvest search terms weekly. Our Amazon PPC strategy guide explains the structure, and most of it carries over to Walmart.
The Buy Box works differently
Both marketplaces award the Buy Box to one offer when several sellers list the same item. On Walmart, price competitiveness (including against other retailers' prices), shipping speed and seller performance weigh heavily. If you resell products that many others also sell, plan for price-matching pressure on Walmart.
If you own your brand, Brand Registry on Amazon and brand protections on Walmart help you control your listings on both.
Which should you start with?
Start with Amazon if:
- You are a new seller without marketplace sales history.
- You need the biggest possible audience quickly.
- Your margins can absorb higher ad spend during launch.
Start with (or add) Walmart if:
- You already have sales history on Amazon or your own store.
- Your category is crowded on Amazon and ad costs are eating your profit.
- You can compete on price and offer fast shipping (or use WFS).
Run both if: you have stable inventory, good margins and the team (or agency) to manage two catalogs and two ad accounts. Most of the listing, keyword and PPC work carries over.
If you are still deciding between a marketplace and your own website, our Shopify vs Amazon comparison covers that choice.
Need help with Walmart or Amazon?
We manage both. Our Walmart Marketplace agency team handles approval, listings, WFS and Walmart Connect ads, and our Amazon SEO and PPC team does the same on Amazon. If you are not sure where to start, tell us about your products and we will give you a straight recommendation.
FAQ
Is it cheaper to sell on Walmart or Amazon?
Walmart is usually cheaper overall because it has no monthly fee and lower advertising costs. Referral fees on both are similar, mostly 8% to 15% by category.
Is it easier to sell on Walmart or Amazon?
It is easier to start on Amazon because anyone can sign up. Walmart requires approval, but once you are approved there is usually less competition per listing.
Can I sell the same products on Walmart and Amazon?
Yes. Many brands list the same catalog on both marketplaces. Keep pricing consistent, because Walmart checks prices against other retailers.
Should a new seller start on Walmart?
Usually not. Walmart prefers sellers with existing sales history, so most new sellers start on Amazon or their own store, then apply to Walmart once they have a track record.
Want us to do this for your brand?
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