If you already sell on Amazon, adding Walmart Marketplace is one of the better moves you can make in 2026. You've already figured out sourcing, inventory and operations, which are the hard parts. Walmart gives you a less crowded marketplace with no monthly fee to plug all of that into. Below is why I think it's worth it, and how to do it without wasting your first few months.
Why Amazon sellers should look at Walmart
You already know how to run a marketplace business. Walmart lets you reuse that machine on a channel that still has a few advantages Amazon lost years ago.
- Fewer sellers per listing. A listing with a dozen sellers on Amazon often has two or three on Walmart. The Buy Box is easier to win and prices erode more slowly.
- No monthly subscription. Amazon charges $39.99/month before you sell anything. Walmart charges nothing to list, so testing it costs you almost nothing.
- Research is still an edge. On Amazon everyone uses the same tools and sees the same numbers. On Walmart, few sellers have good demand data.
- Diversification. If an Amazon suspension or policy change hits you, a second channel keeps money coming in.
There are trade-offs. Walmart's total volume is smaller than Amazon's, approval is stricter, and demand is harder to read without the right tools. You can live with the first two, and the third one is fixable. (Full comparison in Amazon vs Walmart selling.)
Step 1: apply for Walmart Marketplace
Walmart makes you apply. You'll provide business details, tax/EIN information and evidence that you can fulfill orders reliably. It's stricter than Amazon's open registration, though much looser than the invite-only early years. An established Amazon track record helps a lot. Apply early, because approval can take a while.
Step 2: pick your fulfillment
You have two options on Walmart:
- WFS (Walmart Fulfillment Services). Walmart stores and ships for you, much like FBA. It works best for small, light, fast-moving items, and in 2026 new sellers get WFS fee discounts. (See FBA vs WFS.)
- FBM (self-fulfilled). You ship yourself. Usually better for bulky or slow items. (See WFS vs FBM.)
A lot of Amazon sellers run FBA on Amazon and WFS on Walmart side by side, with separate inventory pools.
Step 3: list your catalog
You can usually map your Amazon catalog to Walmart, but copy-pasting it will cost you.
- Join existing Walmart listings when they exist. You become a seller on that listing instead of creating a duplicate.
- Rewrite titles and content for Walmart. Its search and content guidelines are different, and Amazon-specific phrasing or claims can get you flagged.
- Recheck category and fees. Walmart's referral fees run from 6% to 20% (15% in most categories), and category assignments don't always match Amazon's. Recalculate margin product by product before listing. (Full breakdown: Walmart seller fees 2026.)
Step 4: validate demand on Walmart itself
This is the step Amazon sellers skip most often, and it's the one that burns them. A product that sells well on Amazon may do nothing on Walmart. The audience is different, the competition is different, and Walmart publishes no Best Sellers Rank, so you can't read demand the way you read BSR.
Before you send inventory to a Walmart listing, estimate its Walmart demand on its own terms: review velocity, seller count and price history, or a Walmart sales estimator. (Methods here: how to estimate Walmart sales.)
Your Amazon research tool won't come with you either. Keepa doesn't track Walmart at all, so you'll need to pick a Keepa for Walmart alternative, and be aware that shopper price trackers and seller research tools are very different products.
WallScout fills that gap for Amazon sellers: estimated monthly sales, 90-day trend, price history and real-fee profit, shown on the Walmart product page. Think of it as the Keepa/SellerAmp habit you already have, built for Walmart. Start a free trial →
Step 5: win the Buy Box
Walmart's Buy Box (the default "Add to Cart" seller) leans heavily on price, plus fulfillment speed and seller performance. With fewer competitors than on Amazon it's often easier to win, but you still need price discipline. Check price history so you don't match a temporary spike, and use WFS's fast delivery on contested listings.
Mistakes Amazon sellers make on Walmart
- Assuming their Amazon winners will win on Walmart. Check demand for each product.
- Copying Amazon listings word for word. Walmart's content rules and search work differently.
- Reusing Amazon fee math. Walmart's referral tiers and WFS fees are not the same.
- Skipping price history, which is how you end up pricing against a spike.
- Treating Walmart as a side project. The sellers who do well on it give it real attention, and they're the ones who benefit from the lower competition.
Frequently asked questions
Can Amazon sellers sell on Walmart? Yes. Many Amazon sellers add Walmart Marketplace to reach a less competitive channel with no monthly subscription fee. You apply separately and have to meet Walmart's seller standards, but your sourcing and operations carry over.
Is it hard to expand from Amazon to Walmart? If you already run an Amazon business, the operations side is simple. Most of the work is getting approved, rewriting listings for Walmart, recalculating fees and checking demand again, because Walmart's audience and data don't mirror Amazon's.
Will my Amazon best-sellers sell on Walmart? Not automatically. Walmart has a different audience, different competition and no public Best Sellers Rank. Estimate each product's Walmart demand separately before you commit inventory.
Can I use the same inventory for Amazon and Walmart? With WFS and FBA, each platform holds its own inventory in its own warehouses. With self-fulfillment (FBM) you can ship both channels from your own stock. Many sellers run FBA and WFS in parallel.
Expanding from Amazon? Get the Walmart research you've been missing. Try WallScout free for 7 days.