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If you already know how to sell on Walmart and Amazon, you have a real head start. This 2026 playbook shows you how to sell on Walmart Marketplace step by step, what to expect with Amazon vs Walmart selling, and how to launch your first Walmart channel with less guesswork and more repeatable execution.
If you are moving from Amazon to Walmart, your fastest advantage is better decisions. Use SellerSprite to validate demand, understand competitor positioning, and map buyer language before you build your first Walmart titles and product pages.
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Walmart is a retail giant and a major US ecommerce destination. For third-party sellers, Walmart Marketplace provides access to shoppers who already trust the Walmart brand and often make purchases with practical, value-driven intent. If you are an Amazon seller looking for a second growth engine, Walmart can be a strong channel without rebuilding everything from scratch.
Relying on one marketplace is a common risk. Policy changes, listing issues, ad volatility, and volatility can impact revenue quickly. Adding Walmart Marketplace helps diversify traffic sources, reduce platform dependency, and build a more resilient ecommerce business.
For many Amazon brands, the answer is yes if you have a catalog that fits Walmart shoppers and you can meet delivery and service expectations. In 2026, Walmart Marketplace is most worth it when you treat it as a long-term channel, start with a small number of proven SKUs, and build operational consistency before scaling.
This guide focuses on US-based sellers and brands selling to US customers on Walmart.com. Walmart Marketplace requirements can vary by region and business type, so always confirm the latest policies in Walmart documentation.
Official starting points: Walmart Marketplace application and Walmart Seller Help onboarding guidance.
Walmart’s approval process is designed to protect customer experience. You should be prepared to show that you are a legitimate business and that you can deliver reliably.
Walmart seller account approval time: approval time varies by category and verification requirements. Plan for review and be ready to provide clarifying information quickly if requested.
Once approved, complete your account registration and verification, then configure payment settings, shipping templates, return settings, and support workflows. Walmart provides official onboarding guidance that is worth reviewing: Getting started in Seller Center.
Launch is the beginning, not the finish line. Review early signals daily for the first two weeks, then weekly once operations stabilize. Track listing health, conversion, pricing competitiveness, and fulfillment reliability. Walmart’s performance expectations matter, so make monitoring part of your routine.
Walmart's product content is structured differently from Amazon's. One common mistake when moving from Amazon to Walmart is carrying over HTML formatting and Amazon-specific phrasing. Keep your Walmart content clean, scannable, and aligned with Walmart’s content guidance: Product content and imagery standards.
Many Amazon sellers ask about Amazon and Walmart selling differences. The biggest shift is how heavily Walmart tends to emphasize offer quality signals such as price competitiveness and delivery experience. Use this comparison as a practical guide when you move your listing strategy over.
Walmart offers Walmart Fulfillment Services (WFS), a fulfillment option similar in concept to FBA. Your choice of WFS vs self-fulfillment affects delivery speed, operational workload, and your ability to compete for visibility. If you are evaluating Walmart Fulfillment Services (WFS) fees and onboarding requirements, use the official WFS resources: WFS overview and WFS fees.
When you sell on both Amazon and Walmart Marketplace, inventory mistakes can multiply fast. Start with a dedicated allocation for Walmart so you do not starve your Amazon channel or oversell on Walmart. If you are launching WFS, plan inbound lead time and stock buffers so your delivery promises remain consistent.
Walmart emphasizes customer experience. Seller performance standards commonly focus on metrics like cancellation rate, on-time delivery, valid tracking, and seller response rate. Review the official standards and build a weekly dashboard habit: Seller performance standards.
Walmart shoppers expect value. Your pricing strategy should be intentional: protect margin, but do not ignore how price affects conversion. If you sell the same product on Amazon and Walmart, consider how pricing parity and total delivered cost (including shipping) influence buyer perception on each platform.
The Buy Box exists on Walmart, too, and it matters. Walmart Buy Box factors typically center on offer quality, including competitive price, shipping speed, fulfillment reliability, and seller performance. Use the official guide to understand the mechanics: The Buy Box.
Walmart advertising can accelerate early visibility, especially when you are launching a new catalog. Start simple: protect branded terms, test a small set of high-intent keywords, and isolate top SKUs so you can measure performance cleanly. For official ad onboarding resources, see: Walmart Connect Sponsored Search guide.
Walmart is a different marketplace, but buyer language and competitive positioning still follow patterns. SellerSprite helps you reduce guesswork by turning Amazon demand signals into a disciplined launch plan for Walmart Marketplace.
Get a FREE 3-Day trial and use SellerSprite Product Research, Keyword Research, and Competitor Research to pick your first Walmart SKUs and build clearer product pages.
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Some non-US sellers may be eligible through specific programs or regional pathways. Policies change, so start with Walmart’s official program pages and confirm current eligibility: Walmart Cross Border.
Requirements depend on your region and program. Many sellers aiming at Walmart.com focus on US customer delivery expectations, so you should plan for reliable US shipping and returns workflows even if parts of your supply chain are overseas.
There is no universal approval timeline. Approval time varies by category, verification needs, and marketplace load. The best way to reduce delays is to submit complete documentation and a clear catalog and operations plan.
Not always. Many sellers succeed with self-fulfillment, but you must meet delivery promises consistently. If WFS improves delivery speed and reliability for your category, it can strengthen offer competitiveness and reduce operational burden.
Track offer competitiveness, delivery reliability, seller performance metrics, listing health, and ad performance if you are running campaigns. Use Walmart’s dashboards to stay compliant and stable. For listing quality-related guidance, see: Listing Quality dashboard.
Join the SellerSprite community on the Facebook Group to share your sourcing journey, ask questions, and get support from fellow Amazon sellers.
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Ready for the next step? Open the SellerSprite Academy course directory to continue building your Amazon FBA skills chapter by chapter.
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