Why Sell on Walmart Marketplace? Benefits for Amazon Sellers
In this guide
The quick answer
Why should Amazon sellers consider selling on Walmart?
Selling on Walmart Marketplace can help Amazon sellers reach different customers, test existing products in another competitive environment, and build an additional sales channel. Walmart also offers listing-quality tools, Walmart Fulfillment Services, pay-per-click advertising, and review syndication for eligible reviews collected on a seller's own website. None guarantees sales: research demand, fees, fulfillment, and profitability before expanding.
When an Amazon product becomes expensive to advertise or harder to rank, launching an entirely new product is not your only choice. You can investigate whether the inventory and product knowledge you already have might work better on another marketplace.
That's the idea in my conversation with Carrie Miller from Helium 10. Carrie explains how she listed existing Amazon products on Walmart, gained organic sales on a product that had become difficult to sell on Amazon, and later used Walmart advertising to increase those sales. Her experience is a useful starting point, not a promise that every product will follow the same path.
Let's walk through the advantages she described, put the older figures from the video in context, and turn the discussion into a realistic Walmart launch plan.
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1. Reach shoppers who may not buy from you on Amazon
Carrie's first point is about audience. In the recording, she cites roughly 120 million unique monthly Walmart visitors versus about 200 million for Amazon. The interesting part is not the exact ratio: Walmart has a meaningful customer base of its own, including people who may begin their product search there rather than on Amazon.
Those figures were discussed in the original video and should not be treated as a verified, like-for-like 2026 comparison. Walmart's current audience reporting uses broader measures across its stores and ecommerce operations. More importantly, a platform's total visitors do not equal customers for your specific item.
Think about the same kitchen accessory displayed to two groups of shoppers. Search terms, familiar brands, delivery expectations, and price comparisons can differ. Adding Walmart gives you another chance to match a suitable customer with a product you already know how to supply. The opportunity is incremental reach, not automatic incremental profit.
2. Investigate niches with a different competitive landscape
The video compares just over 100,000 Walmart sellers with approximately 1.9 to 2.5 million Amazon sellers. These are historical estimates quoted in the discussion, not current verified platform counts. They illustrate why Walmart felt less crowded to the guest at that time.
Less platform-wide competition does not mean easy sales in every category. A few strong Walmart listings might still dominate a product's search results. Walmart itself, established brands, sponsored placements, reviews, and fast-delivery offers can all make an individual niche hard to enter.
Before choosing a product, search its main terms directly on Walmart.com. Compare genuinely similar items, not just the raw result count. Look at price, product specifications, ratings, delivery speed, and the quality of the competing listings. If you can describe a specific advantage for the buyer, you have a reason to continue the research.
3. Give existing Amazon products another opportunity
One of the most useful parts of Carrie's story is that she did not manufacture a new product range for Walmart. She took products she was already selling on Amazon and introduced those products to another marketplace.
She also described a launch that became expensive because its Amazon niche grew more saturated by the time inventory arrived. After listing it on Walmart, she began making a few organic sales a day before running pay-per-click campaigns. Advertising later increased sales, and she found the advertising less expensive in her own case.
I would take one practical lesson from this: a disappointing Amazon result does not necessarily mean the product itself has no demand elsewhere. But it also doesn't prove that Walmart will rescue it. Check whether Walmart shoppers actually want that product and whether the price can cover channel-specific costs.
Start with a small shortlist. Choose two or three existing products with reliable suppliers, complete specifications, manageable dimensions, and enough margin to test. Do not transfer your entire catalog before understanding Walmart's listing and fulfillment requirements.
Walmart's WFS overview also describes a Catalog Import tool for eligible marketplace listings. Importing information is a starting point; every item still needs Walmart-specific review.
4. Reuse your listing skills, but optimize for Walmart
Carrie notes that Amazon sellers are already familiar with creating persuasive product photos and detailed listing content. Walmart values those skills too, but its catalog structure is not identical to Amazon's.
Walmart's Listing Quality program evaluates factors that help customers find and assess an offer. Walmart recommends accurate product categories and attributes, understandable titles, informative descriptions, high-resolution images, competitive prices, and dependable delivery.
Instead of copying an Amazon listing word for word, review the product type, relevant attributes, measurements, variation details, and images. A shopper should immediately understand exactly what arrives in the box. Clear information also helps prevent avoidable returns.
Carry over
Your product knowledge, accurate specifications, photography, customer insights, and brand voice.
Adapt for Walmart
Product type, attributes, title structure, pricing, fulfillment promise, and listing-quality recommendations.
Check your actual listing-quality feedback in Seller Center instead of assuming that a beautiful listing automatically ranks well.
Walmart product research support
Explore Helium 10 with a free account and discount options
Helium 10's Chrome extension supports Walmart product research, including Xray where available under your plan. Use the free account to check access, then compare paid options only if you need more research capacity.
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Verify Walmart tool availability, plan eligibility, and the applied coupon before paying.
5. Bring eligible Shopify product reviews to Walmart
Review syndication is one of the most interesting tactics in the video. Carrie had collected product reviews on her Shopify website and applied to bring those reviews onto matching Walmart listings. She says the process helped her get started, although one of her products made sales on Walmart even without reviews.
Walmart still describes a free Review Syndication program for eligible product reviews collected on your own website. A Shopify store can qualify as that source; it does not mean you can directly copy Amazon customer reviews to Walmart.
In the recording, Carrie explains that she applied through Walmart, waited several weeks, and then supplied review information in a spreadsheet. The precise submission steps and processing times may change, so use Walmart's current application instructions rather than relying on the video's old timeline.
- Confirm that your reviews were legitimately collected on your own storefront for the same products.
- Check the free Walmart syndication program's current eligibility and application process.
- Prepare accurate product identifiers and the review data requested by the program.
- Allow time for approval, matching, moderation, and publication.
The distinction is important: review syndication is not a shortcut for inventing ratings or transferring reviews from an unrelated marketplace. Even eligible reviews may not all appear. The payoff is a stronger, more informative product page built from genuine customer experience.
6. Use Walmart Fulfillment Services instead of managing every order yourself
In the interview, I ask whether Walmart has something similar to Amazon FBA. Carrie explains the basic idea: you send inventory to Walmart fulfillment centers, and Walmart handles storage and order fulfillment.
Walmart Fulfillment Services (WFS) currently advertises picking, packing, shipping, customer support, and returns support for eligible items. Walmart highlights delivery promises of two days or less, subject to product and destination conditions. Its fee structure and eligibility are different from Amazon FBA, so the services are comparable rather than interchangeable.
Calculate inbound freight, fulfillment, storage, returns, product costs, and referral fees before sending inventory. If your stock is already stored for Amazon FBA, do not assume those units automatically become Walmart stock. Choose the inventory and fulfillment setup that can reliably support both channels.
7. Test Walmart advertising after checking organic demand
Carrie's product began selling organically before she added advertising. When she launched PPC, she saw a boost in sales and reported lower costs than on Amazon. That's her experience with her category and campaigns, not a universal comparison of advertising prices.
Walmart Connect Sponsored Search uses pay-per-click advertising for eligible placements across Walmart search and item pages. You set campaign budgets and pay when shoppers click. The relevant questions are cost per click, conversion rate, advertising sales, and how much profit remains after the order.
I would begin with a controlled budget on products whose listings are complete, stock is available, and prices are competitive. Compare organic sales with advertising-attributed sales. A cheaper click is valuable only when it helps bring in profitable customers.
How to decide if a product is ready for Walmart
Before applying or uploading a large catalog, compare what you know about the product on Amazon with the requirements of the Walmart channel. This simple checklist keeps the decision grounded in actual work rather than a promising traffic statistic.
| Area | What to confirm |
|---|---|
| Eligibility | Business documents, product identifiers, permitted products, and US fulfillment or returns setup. |
| Demand and competition | Comparable Walmart listings, prices, reviews, delivery promises, and real customer need. |
| Listing quality | Correct product type, complete attributes, clear copy, accurate photos, and variations. |
| Unit economics | Referral fees, WFS or shipping, advertising, returns, landed costs, and remaining margin. |
| Social proof | Whether genuine reviews from your own website qualify for syndication. |
Walmart's seller registration guide explains its business, catalog, and fulfillment requirements. Walmart currently advertises no Marketplace setup or monthly seller fees, but referral fees and any optional WFS, advertising, or software expenses still apply.
If you need third-party research, Helium 10's Walmart Xray guide explains how to examine products while browsing Walmart.com. Treat tool estimates as screening information and use Walmart Seller Center for the actual results of your own listings.
Frequently asked questions about selling on Walmart
Is Walmart Marketplace less competitive than Amazon?
It can be in a specific niche, but historical seller totals do not prove that a particular item faces less competition. Research the exact Walmart search results, comparable products, and buyer demand.
Can I sell my existing Amazon products on Walmart?
Potentially, yes. Your business and products must meet Walmart's approval, catalog, identifier, and fulfillment requirements. Adapt the listing instead of automatically copying every Amazon field.
Can I transfer Amazon product reviews to Walmart?
Do not assume so. Walmart's free review syndication focuses on eligible reviews genuinely collected on your own ecommerce website, such as a Shopify store. Follow the current program rules for the same product.
Is Walmart Fulfillment Services the same as Amazon FBA?
Both provide marketplace fulfillment, but fees, eligibility, returns, shipping promises, and inventory arrangements differ. Compare the complete cost for your products.
Is advertising on Walmart always cheaper than Amazon?
No. Carrie reports a lower cost in her experience, but CPC and profitability vary by item, competition, targeting, conversion, and season. Run a measured test instead of relying on a universal price claim.
Start with research
Explore Walmart opportunities with Helium 10
Walmart can be an additional home for products you already understand. Research your exact niche, compare fulfillment and fees, and choose a small launch before committing large amounts of inventory or advertising spend.
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For a wider look at the platform, read my seven Walmart selling benefits and Helium 10 Walmart Marketplace guide. The important question is not whether Walmart is universally better than Amazon. It is whether Walmart makes sense for your particular products, customers, margins, and operations.