Why Amazon Sellers Should Join Walmart Marketplace: The Growth Opportunity You Can’t Ignore

Sep 22 / Seller 365 Team
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Amazon sellers should seriously consider Walmart Marketplace because it provides access to another large and growing ecommerce channel while reducing reliance on a single marketplace.


As an Amazon seller, you already understand the potential of ecommerce, along with the challenges of rising costs, intense competition, and frequent platform changes. Expanding to Walmart gives you another source of demand without requiring you to abandon the Amazon business you have already built.


Walmart U.S. ecommerce sales grew 27% in the fourth quarter of fiscal year 2026, marking the company’s eighth consecutive quarter of ecommerce growth above 20%. Walmart.com also received more than 560 million visits in July 2026. With no setup or monthly Marketplace fee, Walmart can be a practical channel for sellers who want to diversify and test new opportunities.

A marketplace worth watching

Walmart Marketplace by the Numbers

Walmart’s reach, ecommerce growth, and seller-friendly fee structure make it a compelling channel for Amazon sellers considering expansion.

Monthly reach

560M+

Estimated visits to Walmart.com in July 2026

Digital momentum

27%

Walmart U.S. ecommerce growth in Q4 FY26

Marketplace access

$0

Setup or monthly Walmart Marketplace fees

Referral fees still apply after a sale and vary by product category and total sales price.

Sources: Semrush traffic data  |  Walmart FY26 earnings  |  Walmart Marketplace pricing

Walmart’s Key Advantages for Amazon Sellers

1. A Huge New Audience
Walmart.com attracts shoppers who prefer Walmart over Amazon. By selling there, you tap into a customer base that you might not reach on Amazon.
2. Lower Fees and Higher Margins
Walmart's referral fees are competitive, and with no monthly subscription cost, you keep more of your profits.
3. Walmart Fulfillment Services (WFS)
Similar to Amazon FBA, WFS handles storage, packing, shipping, and customer service, allowing you to offer fast, reliable 2-day delivery and easy returns.
4. Early Mover Advantage
While Amazon has millions of active sellers, Walmart Marketplace is still growing. That means less saturation in many categories and a better shot at ranking your listings quickly. Many popular seller tools that were once exclusive to Amazon are now expanding to Walmart Marketplace. Tactical Arbitrage, FeedbackWhiz ( both Alerts and Profits), and InventoryLab (ScoutX) offer Walmart capabilities, while UniCon helps sellers take an existing catalog, prepare it for Walmart, publish listings, and manage operations across channels.
5. Brand Trust and Loyalty

Walmart’s name carries weight. Selling through Walmart Marketplace places your products in a shopping environment that millions of customers already know and use. Sellers still need competitive offers, accurate listings, reliable fulfillment, and strong customer service to earn that trust for themselves.

Your Walmart launch plan

How Amazon Sellers Can Get Started

Work through these five steps to prepare your business, catalog, listings, and fulfillment plan for Walmart Marketplace. Select each checkbox as you complete it.

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Step 1 Check Walmart’s requirements

Before signing up, gather your business tax ID or business license number, documents verifying your business name and address, ecommerce history, applicable product identifiers, and fulfillment information.

Your catalog must also comply with Walmart’s prohibited-products policies.

Review Walmart’s seller requirements
Step 2 Complete your Seller Center setup

Follow Walmart’s onboarding process to verify your business, choose a payout provider, add your customer-facing business details, and configure the required account settings.

View Walmart’s onboarding guide
Step 3 Choose your fulfillment approach

Decide whether to use Walmart Fulfillment Services, fulfill orders yourself, or combine both approaches based on your inventory, shipping capabilities, and margin requirements.

Compare WFS and self-fulfillment
Step 4 Set up your catalog

Add products through Seller Center, an API connection, or an approved solution provider.

If you already have an Amazon catalog, UniCon can help map that product data to Walmart and keep listings, inventory, and orders connected across marketplaces.

Explore UniCon
Step 5 Optimize your first listings

Use Walmart’s Listing Quality dashboard to review product content, discoverability, offers, ratings, and reviews.

Strong titles, complete attributes, detailed descriptions, high-resolution images, competitive prices, and reliable shipping can all strengthen listing quality.

Learn about Walmart Listing Quality

Expand without rebuilding your workflow

If you already sell on Amazon, expanding to Walmart doesn’t have to mean starting from scratch. UniCon can help you bring products from an existing channel, prepare them for Walmart’s catalog requirements, publish your listings, and manage your operations as you expand.

Instead of managing each marketplace as a completely separate workflow, you can use the catalog and processes you already have as the starting point for your next channel.

The Bottom Line

Amazon and Walmart do not have to be an either-or decision. Expanding to Walmart Marketplace can help you reach additional customers, diversify revenue, and reduce your dependence on a single sales channel.

That does not mean every Amazon product will perform equally well on Walmart. Start with a focused group of products, calculate the full costs, choose the right fulfillment method, and use the results to decide where further expansion makes sense.

When you’re ready to expand, UniCon can help you bring your existing catalog to Walmart and manage your products across channels. UniCon is included with Seller 365, Brands so if you’re already on the plan, you can start exploring your next marketplace from there.
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