Walmart vs. Amazon: The Retail War You Can’t Ignore

The retail world has changed dramatically in the last decade. Two giants dominate the landscape: Amazon and Walmart. As an Amazon seller or a new retailer, understanding the differences between these platforms—and knowing how to leverage both—can make the difference between success and stagnation.

In this post, we’ll break down the pros and cons of selling on Walmart vs. Amazon, explore the hidden opportunities, and show you how Amazon Experts and Walmart consultants like us at EHP Consulting Group can help you thrive.

Video Overview:

Why Walmart and Amazon Matter

If you’re wondering where the money is, the numbers speak for themselves. Amazon sellers make money on Amazon because of the massive traffic—over 310 million active users (Statista)—and a well-oiled fulfillment system. But Walmart, with a growing marketplace and less competition, offers a lower barrier to entry and easier approval for newer brands.

For sellers in Florida or across the U.S., tapping into both marketplaces with the help of a Florida Amazon Consultant or Walmart expert can help diversify revenue streams and protect against platform-specific risks.

Comparing Fees and Competition

Amazon Fees: On Amazon, sellers typically pay 15% per sale plus fulfillment fees. Additionally, a professional seller plan costs $39.99/month, which is essentially mandatory for scaling.

Walmart Fees: Walmart takes around 13.5% per sale, and there’s no monthly subscription fee for selling on the marketplace. That’s a huge advantage for smaller sellers or new brands, especially if you’re looking to drive Amazon sales alongside Walmart sales.

Competition: Amazon is home to millions of sellers, meaning your product has to fight for visibility. Walmart, with fewer sellers (less than a million active sellers in 2024), makes it easier to get your products noticed and increase sales with less effort.

Fulfillment and Customer Experience

Amazon’s FBA (Fulfillment by Amazon) is a selling point for many. Fast shipping, easy returns, and automated tracking improve the buyer experience. But Walmart has been catching up with its own fulfillment system.

Amazon: Customers trust the platform and often expect same-day or 2-day shipping. Returns are simple, which drives higher repeat purchases.
Walmart: Slightly slower shipping and sometimes stricter return policies, but fewer returns can mean lower overhead for sellers.

For sellers dealing with counterfeit or fake product issues, partnering with an Amazon counterfeit removal expert is critical. We help sellers remove Amazon fakes, stop fake products on Amazon, and ensure compliance across both platforms.

Advertising and Ranking

Advertising differs drastically between Amazon and Walmart:

Amazon Ads: Advanced targeting, PPC options, and a mature system mean better ROI for Amazon PPC experts.
Walmart Ads: Still developing, sometimes less profitable due to competition with Walmart’s own products. But getting to page one organically on Walmart is much easier than on Amazon.

If you want to maximize advertising efficiency, consider consulting an Amazon ads expert to optimize campaigns across platforms.

Who Should Sell Where?

Newer brands or resellers: Start with Walmart for lower fees, less competition, and faster approvals.
Established brands: Amazon remains the king for traffic and scale. With Amazon Expert help or a Florida Amazon Consultant, you can leverage Amazon’s massive audience while maintaining your Walmart presence.

The ultimate strategy? Be on both. Multi-channel selling diversifies risk and maximizes profit potential.

Protecting Your Brand

Counterfeits are a real concern on both platforms. Amazon is strict about removing fakes, but Walmart is still catching up. Our team can help with counterfeit removal on Amazon, advising on how to protect your listings and prevent Amazon Fakes from affecting your brand.

For expert guidance on how to remove fake on Amazon or prevent counterfeit issues, check out our services page.

Final Thoughts

The retail war between Walmart and Amazon isn’t slowing down. Both platforms offer unique advantages:

Walmart: Less competition, lower fees, easier approval.
Amazon: Massive traffic, better advertising, faster fulfillment.

Sellers who understand the nuances of both—and use tools like Amazon FBA, Walmart marketplace, and multi-channel automation—can dominate in this space.

If you want to increase sales, optimize listings, and protect your brand, our Amazon Experts and Walmart consultants at EHP Consulting Group are here to help. Don’t wait—contact us today and start winning the retail war.

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