Selling on Walmart vs. Amazon: Which marketplace is right for you?

You’ve already launched your products. Maybe you’re on Amazon. Maybe you’ve tried Walmart. Or maybe you're juggling both. But growth doesn’t just come from more listings. It comes from a smarter marketplace strategy.

Amazon and Walmart are two giants in ecommerce. They both offer massive reach, but they play by different rules. Fees, fulfillment, and even customer expectations vary more than you might think.

This post breaks it down so you can make the right call, whether you're scaling up, expanding channels, or just making your current setup more profitable.

Marketplace overview: Amazon and Walmart at a glance

Selling on Amazon is the default option for most ecommerce sellers. It’s been around for decades and has over 300 million active customers globally. It handles more than a third of US ecommerce sales.

Walmart entered the marketplace game later, but isn’t just playing catch-up. It’s the second-largest retailer in the US. Its online marketplace now gets over 120 million visitors a month, and the seller base is growing quickly.

Here’s how they compare:

Walmart keeps things lean with no monthly seller fee and only referral-based charges. That’s a win for margin-sensitive brands. Amazon brings a more developed fulfillment and toolset, but it comes with extra costs for that scale and automation.

Walmart’s edge? Lower competition and room for growth. 

Amazon’s edge? Reach, data, and tools. Each has a different role to play in your growth plan.

Each marketplace offers something different. The right choice depends on your product, budget, and how much complexity you're ready to manage.

Related: Selling on Walmart marketplace: A growing opportunity

Fulfillment: FBA, WFS, and the new Hybrid Opportunity

Fulfillment is where the battle gets real. Amazon’s Fulfilled by Amazon (FBA) is the gold standard. It covers storage, pick-pack-ship, and customer service. You get Prime eligibility and top-shelf delivery speeds.

Walmart Fulfillment Services (WFS) offers a similar model but is more selective. You need approval, and product types are limited. But WFS offers 2-day shipping, trusted delivery, and seller support.

And here’s the big news. Walmart has now enabled sellers to fulfill Walmart Marketplace orders using Amazon’s Multi-Channel Fulfillment (MCF). That’s a major win for sellers who already use FBA and want to streamline operations across platforms.

What this unlocks:

• You can ship Walmart orders from your Amazon FBA inventory
• Packaging must be unbranded - no Amazon logos
• Amazon Logistics (AMZL) must be excluded
• Delivery must stay neutral and consistent for Walmart customers

This removes one of the biggest friction points for multichannel sellers. If you're already selling on Amazon, you no longer need to duplicate inventory just to sell on Walmart.

Tools, support, and ecosystem

Both platforms offer seller portals, performance metrics, and ad options. But Amazon’s ecosystem is bigger and more complex. You’ll find more 3rd-party tools, better analytics, and deeper campaign controls.

Walmart’s seller tools are getting better. The dashboard is cleaner, the learning curve is shorter, and there’s less “noise.” That said, you may miss some advanced features like split testing or in-depth traffic data.

Sellers using ChannelEngine can connect to both marketplaces and manage everything from one place. That includes listings, stock, pricing, and performance insights.

Amazon vs Walmart: Which marketplace fits your brand and strategy?

There’s no one-size-fits-all. What matters is where your brand is right now.

Ask yourself:

• Do you have tight margins?
• Are you launching new SKUs?
• Do you have a strong logistics setup?
• Do you want fast growth or stable profit?

Amazon is great for brands with broad catalogs, aggressive scaling goals, and the resources to compete. Walmart works well for sellers who want to get in early, test new items, or diversify channels with lower overhead.

New Walmart seller programs and tools are making it easier to succeed even if you’re coming from Amazon. On the flip side, Amazon continues to roll out brand tools and AI-driven selling features.

Why selling on both makes sense

There’s no rule saying you have to pick one. In fact, you probably shouldn’t because multichannel ecommerce is what should be geared towards anyway.

Shoppers today are everywhere. They compare prices, read reviews, and expect a seamless experience across platforms. According to our Marketplace Shopping Behavior Report 2025, 61% of consumers browse more than one marketplace before making a purchase. If you're only selling on one, you're missing sales.

Selling on both Amazon and Walmart gives your brand wider reach, more visibility, and a better shot at meeting customers where they already shop. It also cushions you from over-reliance on a single marketplace. Algorithm change? Inventory block? Platform downtime? With a multichannel strategy, you’re still in business.

And while managing multiple platforms used to mean more workload, that’s no longer the case.
With a marketplace integration platform like ChannelEngine, you can:

• Sync product listings automatically
• Manage stock in real time across channels
• Route orders efficiently from one dashboard
• Maintain consistent pricing, promotions, and brand voice

A multichannel strategy is no longer “nice to have.” It’s how fast-growing brands operate today.

Just look at Crazy Safety, the Danish brand known for its kids’ bicycle helmets. They scaled their D2C business by expanding across Amazon, Kaufland, and Bol using ChannelEngine to unify operations. With automation and control across platforms, they managed to grow without needing a larger team - proof that multichannel selling can be both scalable and sustainable.

Final take: Don’t choose sides, aim for the right strategy

Amazon and Walmart are both powerful. It’s not really a choice between one or the other but about building the right mix for your brand, based on goals, readiness, and long-term strategy.

Think about:

• Where do your customers already shop?
• Which platform gives you the best return on time, fees, and margin?
• Are you able to manage multiple channels efficiently?
• What’s your backup plan if one channel hits a slowdown?

Both Walmart and Amazon are evolving quickly. And with Walmart’s new support for Amazon MCF, the barriers between them just got lower. Fulfillment can now be unified. Strategy can now be centralized.

Need help managing both? ChannelEngine helps you sell smarter on both Amazon and Walmart - and 950+ other online marketplaces - with ease!

Frequently asked questions

Is it better to sell on Walmart or Amazon?
It depends. Amazon has reach and tools. Walmart has lower fees and room to grow. Pick based on your product, goals, and margins.

What are the fees for selling on Walmart vs Amazon?
Amazon includes subscription, FBA, and referral fees. Walmart charges referral fees only, but offers fewer services by default.

Can I sell on both Amazon and Walmart at the same time?
Yes. And with ChannelEngine, you can manage both platforms from one place, with synced inventory and centralized orders.