Walmart Marketplace vs Amazon in 2026: Where Should You List?

"Should I expand to Walmart?" is the most common question we get from established Amazon sellers in 2026. Short answer: yes, for most categories. Long answer below.

Traffic and reach

Amazon still has the larger pool — but Walmart.com has grown to over 150M monthly visitors and the gap is closing fast. More importantly, Walmart shoppers convert at a higher rate per visit because there's less competition on each listing.

Competition

This is where Walmart wins decisively right now. The average Walmart listing has 4–6 competitors. The average Amazon listing has 40+. If your category is brutal on Amazon, Walmart can be a quiet goldmine.

Fees

• Amazon: 8–15% referral + FBA fees (typically 25–35% of revenue total)
• Walmart: 6–15% referral + WFS fees (typically 20–28% of revenue total)

Walmart is consistently 3–7 points cheaper on total fees in most categories.

Approval and onboarding

Walmart still requires application approval — they want established sellers with brand registry, US business entity, and clean Amazon/eBay history. Approval takes 2–4 weeks. Plan accordingly.

What works on Walmart that doesn't on Amazon

• Pro Seller Badge — easier to earn than Amazon's equivalents and lifts conversion 5–10%
• Walmart Connect ads — significantly cheaper CPCs than Amazon PPC right now
• Two-day delivery via WFS unlocks the buy-box favoritism that mirrors Amazon Prime
• Repricing — Walmart's Buy Box rotation is more price-sensitive, so repricer tools have higher ROI

Our recommendation

If you're doing $30k+/month on Amazon in a non-restricted category, get your Walmart application in this quarter. The window where Walmart is "easy mode" is closing as more sellers wake up to it.