Walmart Marketplace
Walmart Marketplace is the third-party seller platform on Walmart.com, the second-largest US ecommerce platform. It offers lower competition than Amazon and growing traffic with lower advertising costs, making it a strong channel for brands already established on Amazon.
What is Walmart Marketplace?
Walmart Marketplace allows third-party brands to sell on Walmart.com alongside Walmart's own inventory. With 120M+ monthly US visitors, Walmart.com is the second-largest US ecommerce marketplace by GMV. Unlike Amazon, Walmart Marketplace has stricter seller admission requirements — sellers must have an established track record, legitimate business, and typically a proven Amazon presence.
The platform shares many structural similarities with Amazon: product listings, a Buy Box, advertising (Walmart Connect), fulfilment options (WFS — Walmart Fulfilment Services, analogous to FBA), and a search algorithm that rewards relevance and conversion performance. However, competition is significantly lower than Amazon — most categories have 30–60% fewer active sellers, and CPCs in Walmart Connect average 40–60% lower than Amazon Sponsored Products.
Walmart launched Walmart+ (a Prime competitor) in 2020 and has been aggressively growing its advertising business. For established Amazon sellers, Walmart Marketplace represents a relatively low-effort channel expansion — the same product photos, listings, and advertising infrastructure can be adapted with modest incremental work.
Why it matters for sellers
A brand doing $500k/year on Amazon might do $100–150k/year on Walmart Marketplace with approximately 20% of the operational effort required to launch it. Lower competition means higher organic visibility earlier, lower advertising costs, and higher ROAS. For categories where Walmart shoppers are strong buyers (home, pets, sports, grocery), the revenue upside can be significant.
How to use Walmart Marketplace
Apply to Walmart Marketplace Seller Centre (seller.walmart.com). Approval typically takes 1–4 weeks. Port your top 20 Amazon ASINs to Walmart first — repurpose your existing images and copy, adjusting for Walmart's title and listing requirements. Enrol top ASINs in WFS for Prime-equivalent 2-day shipping eligibility (Walmart+ members get free 2-day shipping on WFS items, improving Buy Box and conversion).
Launch Walmart Connect auto-targeting campaigns for each product at $0.50–$0.80 CPC starting bids. Harvest converting search terms after 3 weeks just as you would on Amazon. Expect 3–4 months before Walmart listings reach meaningful organic visibility.
Real-world example
An Amazon seller with $600k/year in Amazon sales expands to Walmart Marketplace in January. They onboard their top 25 SKUs and enrol in WFS. By month 3, Walmart generates $8,200/month in sales — growing to $18,500/month by month 9 as organic rank builds. With Walmart Connect CPC averaging $0.42 vs. $1.38 on Amazon, their ROAS on Walmart is 7.2× vs. 4.1× on Amazon. Walmart adds $110,000 to annual revenue with minimal incremental management time.
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Frequently asked questions about Walmart Marketplace
Is Walmart Marketplace easier than Amazon?
In most categories, yes — primarily because competition is lower. Organic rank is easier to achieve, advertising costs less, and the platform is less saturated. However, Walmart's traffic volume is lower than Amazon's, so the ceiling is lower too. Think of Walmart as an easier-to-win channel with a smaller prize — adding it alongside Amazon is almost always worthwhile for established sellers.
What is WFS and should I use it?
Walmart Fulfilment Services (WFS) is Walmart's equivalent of Amazon FBA — you ship inventory to Walmart's warehouses and they fulfil orders with 2-day shipping. WFS products get the Walmart+ 2-day shipping badge, which significantly improves conversion rate and Buy Box eligibility. For products with consistent sales velocity, WFS is strongly recommended.
Can I use the same product images from Amazon on Walmart?
Yes, and this is one of the key efficiency gains of expanding to Walmart. Your existing Amazon product images (main image, lifestyle shots, infographics) are suitable for Walmart without modification. Walmart has similar main image requirements (white background, product filling 85%+ of frame). You may want to create Walmart-specific infographics if they contain Amazon-specific references or branding.