Walmart Marketplace: approved in 12 days, $19k in the first 90
An established Amazon seller had been rejected by Walmart twice. A corrected application, a catalogue mapped to Walmart's spec and WFS from day one turned a second channel on in three months.
Published January 15, 2026
Approved in
12 days
after 2 rejections
First 90 days
$19,300
Live SKUs
214
Seller rating
4.7
The challenge
Two Walmart applications had been declined without a reason. The catalogue had been exported straight from Amazon with Amazon-style titles, missing GTINs on 40 of 214 SKUs and no shipping template that met Walmart's two-day expectation.
What we did
- Rewrote the application around what Walmart screens for: US entity, tax ID, fulfillment plan, catalogue quality and returns policy.
- Rebuilt the catalogue in Walmart's attribute spec; obtained the missing GTINs; set Walmart-compliant titles and images.
- Enrolled the 60 best sellers in Walmart Fulfillment Services so listings carried the two-day badge from launch.
- Walmart Connect campaigns on the 20 SKUs with the strongest Amazon conversion.
The results
Approved on the third application in 12 days. First 90 days: $19,300 in sales, 214 live SKUs, a 4.7 seller rating and no listing suppressions. The channel now runs at roughly 15% of the seller's Amazon volume with better margins on the WFS SKUs.
Why it worked
The first two applications treated the second marketplace as a copy of the first. Its review team looks for different things: a fulfilment plan that can meet two-day delivery, product data in its own attribute format, and valid GTINs on every item. Once the application answered those points, approval was quick.
What to prepare before you apply
- Check every SKU for a valid GTIN. Missing identifiers are a common silent reason for rejection.
- Rewrite titles to the target site's style guide. Exported titles are easy to spot.
- Decide how orders will ship within two days before the application, not after approval.
- Start ads on products that already convert elsewhere. They give the fastest read on the new audience.
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