When starting to sell in the US, most brands face one question: Amazon or Walmart? Amazon is the default with massive traffic and mature infrastructure; Walmart is a fast-growing opportunity with less competition. The right answer depends on your scale, margin and operational capacity. Below we compare both across every critical dimension.
Amazon wins if you want maximum traffic, mature ads and logistics (FBA), and broad category reach.
Walmart wins if you want lower competition, cheaper ads and an early-mover advantage.
| Criterion | Amazon | Walmart |
|---|---|---|
| Monthly traffic | Very high (leader)Amazon | High, fast-growing |
| Competition | Very high | MediumWalmart |
| Referral fee | ~8-15% by category | ~6-15% by category |
| Ad cost (CPC) | High (saturated) | LowerWalmart |
| Logistics | FBA — mature, widespreadAmazon | WFS — growing |
| Approval / onboarding | Fast, openAmazon | May need approval |
| Brand tools | Strong (A+, Brand Store)Amazon | Developing |
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Amazon leads US e-commerce; it offers massive buyer traffic, mature FBA logistics and an advanced ad ecosystem. Its edge is scale and infrastructure; the downside is intense competition and rising ad costs. Ideal for brands seeking volume and speed that can build a strong listing and review profile.
Walmart Marketplace is younger than Amazon but growing fast. Fewer competing sellers and cheaper ads give early movers an edge. WFS (Walmart Fulfillment Services) logistics is maturing. The approval process is more selective, which limits crowding.
Amazon is mature and crowded; strong ads and listings are required to be visible. Walmart is less crowded but its infrastructure is still developing. The healthiest strategy is often running both — building volume on Amazon while positioning early on Walmart.
It depends on margin; Walmart's cheaper ads can mean higher early margins, while Amazon scales with volume.
Yes, and it's recommended for most brands; multi-channel selling with tools that manage stock and listings centrally is healthy.
Its approval is more selective than Amazon's, which turns into an advantage by limiting competition.
Let's review your performance together in a free, no-obligation call with our expert team.