Head-to-Head Comparison
| Feature | Amazon | Walmart |
|---|---|---|
| Monthly Fee | $39.99 | Free |
| Active Sellers | 2M+ | 130K+ |
| Monthly Visitors | 2.5B+ | 120M+ |
| Referral Fee (Fashion) | 17% | 15% |
| Referral Fee (Electronics) | 8% | 8% |
| Fulfillment Service | FBA | WFS |
| Prime/Fast Shipping | Prime | TwoDay |
| International Sellers | Global Selling | US Entity Preferred |
| Competition Level | Very High | Moderate |
| Seller Approval | Easy | Selective |
| Brand Registry | Excellent | Basic |
Key Differences Explained
Fees: Walmart Wins
Walmart has no monthly subscription fee, saving you $480/year versus Amazon's Professional plan. Referral fees are similar, but Walmart's no-fee structure makes it attractive for margin-conscious sellers.
Traffic: Amazon Dominates
Amazon sees 2.5B+ monthly visits versus Walmart's 120M+. However, Walmart's lower seller count (130K vs 2M+) means less competition per customer. Your products may have better visibility on Walmart.
International Sellers: Amazon Easier
Amazon's Global Selling allows international sellers without US entity. Walmart strongly prefers US-based businesses. If you're selling from India/internationally, Amazon is your easier entry point.
Who Should Choose Which?
Choose Amazon If:
- You're an international seller
- You want maximum traffic/visibility
- You value FBA's mature infrastructure
- Brand Registry is important to you
- You're new to marketplace selling
Choose Walmart If:
- You have US business presence
- You want less competition
- You're cost-conscious (no monthly fee)
- You target value-conscious consumers
- You want to diversify from Amazon
Our Verdict
Start with Amazon for its easier onboarding and global seller program. Once established, expand to Walmart to tap into less competitive waters and diversify your revenue.
The ideal strategy is selling on both platforms—they have different customer demographics and complement each other well. Use multi-channel inventory software to manage both efficiently.
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