How Walmart Marketplace Amazon: Competing Giants in E-commerce Battle

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In recent years, the e-commerce landscape has seen the rise of major players like Walmart Marketplace and Amazon. These platforms have become essential for businesses looking to expand their reach and tap into a massive global customer base. This article highlights each platform’s features, benefits, and challenges.

As we dive into the world of online retail giants, we’ll explore the key differences between Walmart Marketplace and Amazon, and how you can leverage them to grow your business. From seller fees and product restrictions to advertising opportunities and market share, we’ll provide a comprehensive comparison to help you make the best decision for your needs.

Armed with valuable insights and actionable tips, you’ll be able to navigate the competitive landscape of modern e-commerce effectively. So, let’s get started and unlock the immense potential of both Walmart and Amazon to propel your business to new heights!

Walmart Marketplace Overview

What is Walmart Marketplace and what products are popular on Walmart?

Walmart Marketplace is a fast-growing e-commerce platform that allows third-party sellers to list their products alongside Walmart’s own inventory. Many sellers find this platform lucrative with its vast customer base and brand recognition. Some of the most popular product categories on Walmart Marketplace include electronics, home goods, apparel, and toys.

Types of Walmart Marketplace Sellers

There are three main types of Walmart sellers:

  • Professional sellers: These are established businesses selling on Walmart who offer a wide range of products in various categories.
  • Small and medium-sized businesses: This type of Walmart Marketplace seller has a more focused product offering, often specializing in a specific niche or category.
  • Individual sellers: These are entrepreneurs or hobbyists selling on Walmart on a smaller scale, often as a side hustle.

Pros and cons of selling on Walmart

Selling on Walmart Marketplace has its advantages and disadvantages:

Access to a large customer baseHigh competition with other sellers
Strong brand recognitionFees and commissions
Integration with Walmart’s fulfillment servicesStrict performance metrics

Amazon Marketplace Overview

Amazon Marketplace is an e-commerce platform that allows third-party sellers to offer their products and services to Amazon’s vast customer base. It provides a competitive edge in terms of visibility and trustworthiness, leading to high sales volumes for Amazon sellers.

What is Amazon Marketplace and what products are popular on Amazon Marketplace?

The plaform allows Amazon sellers to list and sell various products across different categories, from electronics to fashion items. Some of the most popular categories include:

  • Electronics & Accessories
  • Home & Kitchen
  • Books & Media
  • Clothing, Shoes & Jewelry
  • Toys & Games

Types of Amazon Sellers

There are two main types of Amazon sellers: Fulfilled by Amazon (FBA) and Fulfilled by Merchant (FBM) sellers. FBA sellers rely on Amazon for storage, packaging, and shipping, while FBM sellers handle these tasks on their own.

Pros and Cons of Selling on Amazon

Selling on Amazon Marketplace has its advantages and disadvantages. Some of the pros include:

  • Access to a vast customer base
  • Higher visibility and trustworthiness
  • Various selling plans and support options

However, there are also cons:

  • Competitive marketplace
  • Fees and commissions
  • Potential for counterfeit products

Comparing Walmart and Amazon Marketplaces

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Listing and fulfillment fees

Walmart Marketplace has no monthly subscription fees but charges referral fees, which vary depending on the product category. On the other hand, Amazon sellers have monthly fees that vary depending on the plan, plus per-item fees and variable referral fees for individual categories.

A key fulfillment service Walmart offers is called Walmart Fulfillment Services (WFS). WFS is a third-party logistics provider that handles warehousing, packaging, and shipping for businesses that sell their products on Walmart Marketplace or other online marketplaces. WFS provides various services, including order fulfillment, returns management, and inventory management, to help businesses streamline their operations and reduce costs.

In addition to these services, Walmart also offers a range of gees (guarantees) to help businesses and customers feel confident in their purchases. For example, Walmart offers a free two-day shipping guarantee for many items sold on Walmart.com, which can help businesses attract more customers and compete with other online retailers. Walmart also offers a price-matching guarantee, ensuring customers get the best possible purchase price.

Overall, Walmart’s fulfillment services and gees are designed to make it easier for businesses and individuals to sell their products online and take advantage of Walmart’s vast resources and expertise. Whether you’re a small business looking to expand your reach or a customer looking for a reliable and affordable shopping experience, selling on Walmart is a great choice.

Amazon offers two main fulfillment services: Fulfillment by Amazon (FBA) and Seller Fulfilled Prime (SFP). FBA is a service in which Amazon handles warehousing, packaging, and shipping for third-party sellers who sell their products on Amazon’s platform. SFP is a similar service, but it allows sellers to handle their own warehousing and shipping while still offering Prime shipping to Amazon customers.

Amazon charges fees for its fulfillment services, which vary based on the size and weight of the product, the type of service used, and the location of the warehouse. For FBA, Amazon charges a storage fee based on the amount of space the product takes up in the warehouse and a fulfillment fee for each item shipped. SFP fees vary based on the shipping speed and carrier selected by the seller.

Overall, Amazon’s fulfillment services and fees are designed to provide a seamless and efficient experience for both sellers and customers. By leveraging Amazon’s vast resources and logistics expertise, sellers can focus on growing their business while Amazon handles the details of fulfillment and shipping.


Both platforms offer user-friendly interfaces for sellers to navigate their respective marketplaces. However, Amazon’s robust infrastructure and established tools provide a slightly more seamless experience for sellers, especially those new to the platform.

Traffic and sales potential

Amazon is dominant in e-commerce, boasting a larger audience and sales volume than Walmart Marketplace. Walmart is experiencing rapid growth, offering considerable opportunities for sellers seeking a less saturated platform to reach customers.

Seller tools and support

Amazon offers various seller tools and resources, including inventory management and advertising options. Walmart has fewer tools available but continuously improves its offering to enhance the seller experience.

Customer demographics

While Amazon has a more diverse customer base, Walmart tends to attract a price-sensitive and value-focused demographic. Sellers must understand the target audience on each platform to optimize product offerings and pricing strategies.

Brand control and policies

Both Amazon and Walmart have stringent policies regarding counterfeit products and maintaining brand integrity. Amazon’s Brand Registry offers more comprehensive brand protection, while Walmart’s brand guidelines ensure a consistent customer experience across product listings.

Competition levels

03 competition levels

Amazon’s marketplace is more saturated, making it challenging for sellers to stand out. Conversely, Walmart’s less competitive environment offers increased visibility and potential for growth, especially for emerging brands or niche products.

Profit margins

Profit margins on each platform depend on various factors, including fees, shipping costs, and category competition. Sellers should carefully analyze these factors when determining ideal product pricing strategies.

Listing optimization

Effective product listings on both platforms require strategic keyword usage, high-quality images, and informative descriptions. Amazon offers more advanced listing optimization tools, while Walmart sellers benefit from a simpler, more streamlined listing process.

Customer-centric focus

Walmart and Amazon prioritize customer satisfaction and feedback, affecting seller performance metrics. Ensuring positive experiences and promptly addressing concerns are essential to maintaining a strong seller reputation on either platform.

Shopping behavior, trends, & categories

Understanding consumer behavior in each marketplace is crucial for product positioning and success. Amazon customers often value convenience and variety, while Walmart shoppers prioritize cost savings and value, which impacts product selection and marketing strategies.

Reasons to Sell on Walmart Marketplace

As a seller, expanding your business to the Walmart Marketplace can provide numerous benefits. This section will explore some of the key advantages of selling on Walmart vs other platforms.

Access to a unique customer base

Walmart attracts a different demographic of shoppers than Amazon, including many who prefer in-store pickup or are loyal to the Walmart brand. By selling on Walmart’s platform, you can tap into this distinct market and potentially increase your sales.

Less competition than Amazon

While Amazon is a much larger marketplace, Walmart has fewer sellers. This means you’ll face less competition, allowing your products to stand out more easily and improve your chances of winning the Buy Box.

Favorable fee structure

  • Commission: Walmart charges a category-based commission, which can be lower than Amazon’s fees.
  • No monthly subscription: Unlike Amazon, Walmart does not require a monthly subscription fee, making it a more cost-effective option for smaller sellers or those starting out.
  • Shipping: You can take advantage of Walmart’s discounted shipping rates, potentially reducing your overall costs.

Dedicated support for sellers

Walmart offers dedicated support resources such as the Walmart Seller Center, Seller Help, and various other educational materials for your Walmart Seller Account. This ensures you can resolve any issues quickly and continue growing your business.

Putting it all together

When it comes to selling on Walmart vs other platforms, Walmart and Amazon marketplaces offer unique opportunities for sellers to reach millions of customers. While Amazon dominates the e-commerce landscape, Walmart Marketplace is gaining ground fast, providing new and exciting seller opportunities.

Consider monthly storage fees, referral fee, other fees, shipping, and customer base when comparing the two platforms. Amazon is known for its vast customer base, variety of fulfillment options, and advanced advertising tools. The Walmart store offers lower fees, a less competitive environment, and a growing customer base.

Before diving into either platform, assess your business goals and product offerings. Look for opportunities to differentiate your products and create a strong brand presence. To thrive in these marketplaces:

  • Focus on customer reviews and ratings.
  • Optimize product listings with high-quality images and descriptions.
  • Utilize any available advertising tools and promotions.

Considering these points, you can successfully develop a strategic approach to selling on Walmart and Amazon marketplaces. Indeed, whether you choose Walmart’s marketplace or Amazon, it all comes down to what will suit your needs best.

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Frequently Asked Questions

What is the difference between Walmart and Walmart Marketplace?

Walmart is a retail giant that operates brick-and-mortar stores and an online store. Walmart Marketplace, on the other hand, is a platform within Walmart’s online store that allows third-party sellers to list and sell their products directly to Walmart customers. This is similar to the relationship between Amazon and its Amazon Marketplace.

Can I sell on both Walmart Marketplace and Amazon Marketplace?

Yes, you can sell on both Walmart Marketplace and Amazon Marketplace. Many sellers take advantage of both marketplaces to reach a wider audience and increase the potential for sales. However, it is crucial to ensure inventory management and fulfillment processes are in place to efficiently manage and fulfill orders from both marketplaces.

How do I optimize my product listings for both Walmart and Amazon?

To optimize product listings for both marketplaces, use high-quality images, detailed and accurate product descriptions, and competitive pricing. Incorporate targeted keywords in your title and description, and regularly review your listings to make improvements based on feedback and data insights from the platforms.

What kind of support can I expect from Walmart and Amazon as a seller?

Both Walmart and Amazon offer support services to help sellers succeed on their respective marketplaces. They provide resources such as help centers, seller communities, and support teams to assist with issues and provide guidance. However, the level and response time of support may vary depending on your seller status and the issue at hand.

Which marketplace is better for new sellers?

While both Walmart Marketplace and Amazon Marketplace have their advantages, the choice ultimately depends on your business goals and target audience. Amazon is known for its vast customer base and established reputation, whereas Walmart Marketplace may provide opportunities with less competition. It is advisable to research and evaluate each platform to determine the best fit for your business.

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