Pros and Cons of Selling on Walmart vs Amazon

When it comes to online marketplaces, Walmart and Amazon are two of the biggest players—but which one is better for your business? If you’re an entrepreneur or reseller looking to make money on Walmart or drive Amazon sales, understanding the differences is critical. Having managed clients on both platforms, I’ve seen firsthand how each performs and where the opportunities lie.

For professional guidance, EHP Consulting Group can help you optimize your listings, manage accounts, and increase your sales, whether you’re selling on Amazon or Walmart.

Video Overview:

Fees and Costs

One of the first things to consider is fees. Walmart is a winner here. For newer brands, there’s no monthly subscription fee. You can start selling without a Professional Plan, unlike Amazon, where you’re required to pay $39.99 per month for a professional account to fully compete.

Walmart also has slightly lower per-product fees:

Walmart charges about 13.5% per sale
Amazon charges around 15% per sale

Shipping costs and storage fees also favor Walmart slightly. For high-volume sellers, this difference can add up quickly, saving thousands of dollars per year.

If you want an expert breakdown on Walmart fees and how to maximize your ROI, check out EHP Consulting Group’s Walmart services.

Competition

When it comes to competition, Walmart has far fewer sellers than Amazon:

Walmart Marketplace: ~160,000 sellers
Amazon Marketplace: ~9.7 million sellers

This means new or smaller sellers have a higher chance to rank and generate sales quickly on Walmart. Amazon has a much larger audience, but standing out can be challenging.

For tips on navigating competition, consider hiring a Florida Amazon Consultant or a Florida Amazon expert who can help you remove Amazon fakes, optimize listings, and boost visibility.

Traffic

Traffic is where Amazon clearly wins. Amazon’s platform attracts millions of shoppers daily, which translates to more potential sales for established brands. Walmart’s traffic is smaller, meaning even if you rank #1, your reach may be limited compared to Amazon.

If your goal is high-volume sales, Amazon’s audience and Amazon advertising expertise can’t be beaten. Learn more about Amazon PPC and Amazon ads strategy from professionals at EHP Consulting Group.

Return Policies

Returns are easier on Amazon. Customers can often return items without leaving their home, whereas Walmart sometimes requires in-store returns—even for Walmart Fulfilled products. Fewer returns can benefit Walmart sellers in some cases, but Amazon’s streamlined process enhances buyer trust and satisfaction.

Platform Rules & Buyer Awareness

Walmart is generally easier for new sellers, especially for niche or specialty items like Pokémon cards, where approval is quick—even with invoices from stores like Target. Amazon has stricter rules, making compliance more challenging.

Buyer awareness also differs: on Amazon, shoppers are more likely to question authenticity due to previous experiences with Amazon fakes or counterfeit products. Walmart buyers tend to trust the marketplace more, as third-party sellers are less obvious.

For guidance on counterfeit removal on Amazon or ensuring your Walmart listings are compliant, EHP Consulting Group can provide expert support.

Fulfillment and Shipping

Amazon generally delivers on time and keeps customers happy with Prime services. Walmart promises 2-day shipping, but delays can occur. If fulfillment reliability is a priority, Amazon has the edge, though Walmart still offers a cost-effective alternative for newer sellers.

Ranking & Advertising

Ranking on Walmart is easier due to less competition and a clear Listing Quality Score. You can often reach page #1 without running ads, which is harder on Amazon.

However, advertising on Walmart is less mature. Minimum costs per click can be high, and ROI may be lower compared to Amazon’s sophisticated Amazon advertising system. Amazon sellers have access to precise targeting and better analytics, making ad campaigns more profitable.

For Amazon ads expert help, including Amazon PPC optimization, EHP Consulting Group provides tailored support to boost your ROI.

Summary: Which One Should You Choose?

Here’s a quick comparison:

Feature	Walmart	Amazon
Fees	Lower, no subscription	Higher, $39.99/month for Pro plan
Competition	Less crowded	Highly competitive
Traffic	Smaller audience	Millions of daily shoppers
Returns	Harder, in-store sometimes	Easy, home pickup
Rules	More lenient	Strict, harder for approval
Buyer Trust	High, fewer third-party worries	Moderate, buyers aware of fakes
Fulfillment	Less reliable	Prime-fast and accurate
Ranking	Easier	Harder due to competition
Advertising	Early-stage, costly	Mature, profitable campaigns

Recommendation:

New or small sellers: Start with Walmart. Lower fees, less competition, faster ranking.
Established brands: Amazon offers higher traffic and bigger revenue potential.

Most successful sellers diversify across both platforms. EHP Consulting Group can help you manage accounts on Walmart and Amazon simultaneously, optimize listings, run ads, and maximize sales without the stress of manual management.

If you’re serious about help selling on Amazon, removing fakes, or optimizing your Walmart strategy, schedule a consultation with EHP Consulting Group. Our experts are ready to help you scale your e-commerce business efficiently and profitably.

Ready to Grow on Walmart?

Drop a comment with your biggest ranking barrier, or click here to schedule a free strategy call. Let’s take your store from zero to bestseller status this year!

Written By: Joshua Hackett