Walmart Marketplace vs Amazon: Where Should You Sell First?

For most new sellers, the honest answer is Amazon first, Walmart second — but the reasoning matters more than the answer, because it's category and situation dependent.

Why Amazon is usually the starting point

Amazon's sheer traffic volume means faster feedback on whether a product works at all. It's also more accessible — approval isn't required to start selling in most categories, unlike its rival’s more selective application process.

Why Walmart is worth adding once you're established

Seller density there is lower in many categories, which can mean better margins and less aggressive price competition once you're in. It also reaches a customer base with real purchasing overlap with Amazon's but isn't identical — genuinely incremental revenue, not just cannibalized sales.

What changes operationally

• The approval process reviews your catalog and pricing competitiveness before granting access.
• Listings need to be built separately per platform — content can be reused, but the technical listing process differs.
• Walmart Fulfillment Services (WFS) is the marketplace’s FBA equivalent, with its own fee structure and performance standards.

The practical sequencing

Prove the product on Amazon first — validated demand, decent reviews, and stable operations make the second application and launch far smoother than trying to establish a brand new, unproven product on both platforms simultaneously.

A side-by-side view

• Getting in. One channel lets most sellers register and list the same week. The other reviews your business, your catalog and your track record first, and can say no.
• Shoppers. The larger site brings more visitors and faster data. The smaller one brings fewer rivals per search result.
• Fees. Both charge a referral percentage by category. Only one of them charges a monthly subscription, so check each current fee page before you price.
• Fulfillment. Each has its own warehouse program with its own rules for labels, box sizes and inbound shipments. Stock sent to one cannot serve orders on the other without a multichannel setup.
• Content. Titles, bullets and images carry over with small edits. Category attributes do not, and they take the most time.

Signs you are ready for the second channel

Expansion works when the first store runs without daily rescue. Look for these signs before you apply.

• At least a few months of steady sales and clean performance metrics.
• A supply chain that can fill two stock pools without running either one dry.
• Prices that stay competitive after fees on both sites.
• Someone with the hours to build and watch a second catalog.

Apply too early and a rejection can sit on your record. Apply when the numbers are strong and approval is usually quick. We handle the application and catalog build as part of our service, and our pricing page shows what that costs. To talk through timing, book a no-obligation call.

Frequently asked questions

Can I sell the same products on both sites?

Yes. Neither one asks for exclusivity. Keep prices in line, though. A much lower price on one site can cost you the featured offer on the other.

How long does approval take?

It varies. Complete applications with a proven sales record are often answered within a few weeks. Missing tax documents or a thin history are the usual causes of delay.

Do I need a US company to apply?

Requirements have changed over time, and some international sellers are now accepted. Check the current rules on the official seller site before you prepare documents.

Sources and further reading

Marketplace rules change; these are the official pages to check against before you act on anything here.

• Walmart Marketplace
• Walmart Marketplace Learn
• Amazon selling fees and plans
• Walmart Marketplace Management (our service page)