Amazon lets almost anyone start selling within days, then charges $39.99 a month once you go Professional. Walmart Marketplace charges no monthly fee but makes you prove you are a registered US business first.
Get More Platform Comparisons
New comparison guides, straight to your inbox. No spam, unsubscribe anytime.
Quick verdict:
- Choose Walmart Marketplace if you already run a registered US business with a business tax ID, GS1 barcodes and a working catalog, and you want a second big marketplace with no subscription fee.
- Choose Amazon if you are starting out, selling as an individual, selling fewer than about 40 units a month, or need the deepest set of seller tools, fulfillment options and international storefronts.
- Choose both if you already sell on Amazon with a registered business. Walmart’s referral rates match Amazon’s in most categories, so a second channel adds reach without adding a monthly bill.
Table of Contents
- Why This Comparison Matters
- Walmart Marketplace Overview
- Amazon Overview
- Head-to-Head: Pricing and Fees
- Head-to-Head: Fees on Sample Orders
- Head-to-Head: Features and Fulfillment
- Head-to-Head: Ease of Use and Approval
- Competition and Buyer Audience
- Who Should Choose Walmart Marketplace?
- Who Should Choose Amazon?
- Running Both: Adding Walmart to an Amazon Business
- Key Takeaways
- Frequently Asked Questions
- The Bottom Line
Why This Comparison Matters
Most US marketplace sellers start on Amazon and eventually ask the same question: is Walmart worth adding, or worth switching to? The two sites look alike from the buyer side. For sellers, they work very differently.
This guide compares Walmart Marketplace and Amazon on the numbers that decide the answer. You will see the referral fees in the categories most small sellers use, the subscription costs, the entry requirements, and fulfillment. Every fee figure comes from the two companies’ own seller pricing pages, checked on November 8, 2026.
Here’s how the two stack up.
Walmart Marketplace Overview
Walmart Marketplace is the third-party seller program on Walmart.com. Approved sellers list products next to Walmart’s own inventory and pay a referral fee only when an item sells.
Strengths:
- No subscription. Walmart’s seller site states there are “no setup, monthly, or hidden fees for any sellers.” You pay only the per-sale referral fee.
- A big parent brand. According to Walmart Marketplace, about 280 million customers and members visit Walmart’s stores and websites each week (that count covers Walmart and Sam’s Club locations plus eCommerce sites in 19 countries, not just Walmart.com).
- Store returns. Walmart Fulfillment Services (WFS) orders can be returned by mail or in Walmart stores, according to Walmart.
Weaknesses:
- Gated entry. You need a business tax ID (Walmart says a Social Security number is not accepted) or a business license number, plus supporting business documents. Individuals selling a few items can’t simply sign up.
- Smaller seller toolkit. Third-party software and agency support exists, but there is less of it than for Amazon, and fewer tutorials.
- US-focused. The program is built around Walmart.com and US fulfillment. Walmart’s homepage lists fulfillment through WFS or another US warehouse with returns capability as a requirement.
Pricing summary: $0 per month, plus a category referral fee on each completed sale. Most categories are 15%; some use tiers (see the table below).
Amazon Overview
Amazon’s marketplace lets independent sellers list new and many used products on Amazon.com, and most units sold in Amazon’s store come from those independent sellers. It is the default first marketplace for most US product sellers, and it is the benchmark every other marketplace gets compared to (see our Amazon vs eBay comparison).
Strengths:
- Open signup. Anyone with ID, a bank account and a payment card can register. There is no approval queue for most categories.
- Two plans. The Individual plan costs $0.99 per item sold, with no monthly fee. The Professional plan costs $39.99 per month, according to Amazon’s seller pricing page.
- Deep tooling. Fulfillment by Amazon (FBA), advertising, brand tools and a large ecosystem of third-party software and service providers.
Weaknesses:
- A subscription on top of referral fees. Professional sellers pay $39.99 per month before any referral fee.
- Fierce competition. Popular listings often have many sellers fighting for the same buy box, and ad costs reflect that.
- Rules that change. Fee schedules, FBA fees and policies get updated regularly, so your margins need checking every year.
Pricing summary: $0.99 per item (Individual) or $39.99 per month (Professional), plus a category referral fee (usually with a $0.30 minimum) and a $1.80 closing fee on media items.
Head-to-Head: Pricing and Fees
The biggest fee difference is the subscription, not the commission. In most categories small sellers use, the referral percentage is the same on both sites.
| Fee type | Walmart Marketplace | Amazon |
|---|---|---|
| Monthly plan | $0 | $0 (Individual) or $39.99 (Professional) |
| Per-item plan fee | None | $0.99 per item on the Individual plan |
| Setup fee | None | None |
| Home and Kitchen referral | 15% | 15% |
| Toys and Games referral | 15% | 15% |
| Everything Else referral | 15% | 15% |
| Consumer Electronics referral | 8% | 8% |
| Apparel, item over $20 | 15% | 17% |
| Apparel, item $20 or less | Lower tiered rates | Lower tiered rates |
| Beauty and Personal Care | 8% up to $10, 15% above | 8% up to $10, 15% above |
| Jewelry | 20% on first $250, 5% above | 20% on first $250, 5% above |
| Minimum referral fee | None listed | $0.30 in most categories |
| Media closing fee | None listed | $1.80 per media item |
Sources: Walmart Marketplace referral fees and Amazon selling fees, both checked November 8, 2026. Both companies charge the referral fee on the total sale price, which includes shipping and gift-wrap charges.
Fee disclaimer: Marketplace fees change. These rates are in US dollars for the US marketplaces and were accurate on the date above. Always confirm current rates on each company’s official pricing page before you price a product. This article is general information, not financial or tax advice.
Now:
Apparel is the one major category where the commission differs. On clothing priced over $20, Walmart takes 15% and Amazon takes 17%. Both sites charge lower tiered rates on cheaper clothing, so check each company’s apparel row for your exact price point.
Fulfillment fees are a separate line on both sites. Amazon’s FBA and Walmart’s WFS both charge per-unit fees based on product size and weight, plus storage. Use each company’s calculator with your actual product dimensions rather than any published average.
Head-to-Head: Fees on Sample Orders
Here is what the fee tables mean for a few common products, before fulfillment, ads and payment of your own shipping costs.
| Order | Walmart fee | Amazon fee (Professional) |
|---|---|---|
| $30 kitchen item (15%) | $4.50 | $4.50 |
| $25 shirt (apparel over $20) | $3.75 (15%) | $4.25 (17%) |
| $8 lip balm set (8%) | $0.64 | $0.64 |
| $3 accessory, “Everything Else” (15%) | $0.45 | $0.45 |
| $60 board game (15%) | $9.00 | $9.00 |
On those per-order numbers the two are close. The difference shows up over a month.
Example: 100 sales of a $30 kitchen item. Revenue is $3,000. Walmart’s referral fees come to $450. Amazon’s referral fees also come to $450, plus $39.99 for the Professional plan, for a total of $489.99. Walmart is $39.99 cheaper that month.
Example: 20 sales of a $30 kitchen item. On Amazon’s Individual plan you pay 20 × $0.99 = $19.80 in per-item fees plus $90 in referral fees, so $109.80. Walmart charges $90. But at 20 sales a month you may not have the business paperwork Walmart requires, so Amazon may be your only option of the two.
Where Amazon’s plan choice matters: the Individual plan’s $0.99 per item adds up to $39.99 at roughly 40 items. Above about 40 sales a month, the Professional plan is cheaper.
At equal referral rates, Walmart saves a Professional Amazon seller exactly $39.99 a month in plan fees. The bigger question is whether Walmart gives you the sales volume to justify the extra channel.
Head-to-Head: Features and Fulfillment
Both sites give you a fulfillment network, an ad platform and a seller dashboard. Amazon’s versions are older and have more add-ons.
| Feature | Walmart Marketplace | Amazon |
|---|---|---|
| Outsourced fulfillment | Walmart Fulfillment Services (WFS) | Fulfillment by Amazon (FBA) |
| Fast-shipping badge | “Fulfilled by Walmart” tag on WFS items | Prime badge on FBA and qualifying seller-fulfilled items |
| Returns in physical stores | Yes, for WFS orders (by mail also available) | Drop-off at partner and Amazon locations |
| Sponsored ads | Walmart Connect | Amazon Ads (Sponsored Products and more) |
| International selling | Built around the US marketplace | Separate storefronts in many countries, including Canada and Mexico |
| Barcode rule | GS1 GTIN/UPC listed as a requirement | GTIN required for most products, with exemptions available |
Fulfillment. Walmart says WFS picks, packs and ships orders in two days or less, and that its fulfillment rates cost 15% less than other marketplace fulfillment providers. Walmart bases that claim on its own first-party data for orders fulfilled between July 1, 2024 and June 30, 2025, so read it as a vendor claim. FBA is larger and more established, and it can also fill orders from your other sales channels through Amazon’s multi-channel fulfillment service.
Advertising. Walmart Connect and Amazon Ads both sell sponsored product placements in search results. Amazon’s ad marketplace is more crowded in most categories, which tends to push up cost per click.
Brand tools. Amazon’s Brand Registry gives trademark owners extra listing control and content tools. Walmart has its own brand portal, but fewer sellers and agencies have experience with it.
Head-to-Head: Ease of Use and Approval
Amazon is easier to start. Walmart is harder to get into, then fairly simple to run.
On Amazon you can register, verify your identity and list your first product the same week, as long as your category isn’t gated. Gated categories, such as some groceries and collectibles, need separate approval.
Walmart reviews every application. According to Walmart Marketplace’s homepage, you’ll need:
- A business tax ID or business license number (Walmart says an SSN is not accepted).
- Supporting business documents.
- GS1 GTIN/UPC numbers for your products.
- A catalog that meets Walmart’s policies.
- Fulfillment through WFS or another US warehouse that can handle returns.
- A compatible payment processor account.
Third-party seller guides report approval times ranging from a few business days to several weeks. Walmart doesn’t publish a standard timeline, so plan for a wait.
Once approved, listing works in a similar way on both sites. You can upload items one by one, by spreadsheet, or through connector software. Many tools that sync inventory with Amazon also support Walmart, so experienced sellers can often reuse their product data.
Competition and Buyer Audience
Amazon has more buyers. Walmart has fewer competing sellers. Both statements matter.
Amazon’s buyer traffic is the largest of any US online marketplace, which is why most brands sell there first. The flip side is crowding. A new private-label product on Amazon usually needs ads and reviews before it ranks.
Walmart.com draws a large audience of its own, and its customers already shop there for groceries and everyday goods. Fewer third-party sellers compete in many Walmart categories, partly because of the approval step. For a seller with an established product, that can mean easier visibility per listing, though Walmart’s total sales volume is lower.
Price-sensitive shoppers are the core audience on both sites. Walmart’s brand is built around everyday low prices, so products priced above typical Walmart levels may convert more slowly there. Amazon’s audience is broader on price and includes more premium and niche searches.
If you sell handmade or vintage goods, neither site is your natural home. Compare Etsy vs Amazon instead.
Who Should Choose Walmart Marketplace?
- Registered US businesses that already have an EIN, business documents and GS1 barcodes.
- Amazon sellers looking for a second channel without another monthly subscription.
- Apparel sellers with items over $20, where Walmart’s 15% rate beats Amazon’s 17%.
- Sellers of everyday household goods that match Walmart’s low-price, high-volume shopper base.
- Brands tired of Amazon’s ad costs that want to test a less crowded search page.
Who Should Choose Amazon?
- New sellers and individuals without a registered business, who can’t pass Walmart’s application yet.
- Low-volume sellers under about 40 sales a month, who can use the $0.99 per-item Individual plan with no subscription.
- Sellers who want international reach, through Amazon’s storefronts in Canada, Mexico and beyond.
- Brands that need deep tooling: Brand Registry, FBA multi-channel fulfillment and a large agency and software ecosystem.
- Sellers of books, music and video, where Amazon’s catalog depth matters more than the $1.80 closing fee.
Running Both: Adding Walmart to an Amazon Business
Few sellers move entirely from Amazon to Walmart. The usual path is adding Walmart as a second channel. Here’s a realistic plan.
- Check eligibility first. Confirm you have a business tax ID, business documents and GS1-registered barcodes. If you sell on Amazon under a GTIN exemption, budget for buying GS1 barcodes before you apply.
- Apply through Walmart’s seller signup. Use the same legal business name and address you use elsewhere to avoid verification delays.
- Pick your fulfillment. You can ship from your own US warehouse, use WFS, or use a third-party logistics provider. Some sellers also use Amazon’s multi-channel fulfillment for non-Amazon orders, but check Walmart’s current rules on packaging and branded boxes first.
- Map your catalog. Export your Amazon listings, then match them to existing Walmart item pages by GTIN where they exist. Create new listings only for products Walmart doesn’t already carry.
- Sync inventory. Use a multichannel tool so a sale on one site lowers stock on the other. Overselling hurts your seller metrics on both.
- Reprice for Walmart’s shoppers. Check what comparable items sell for on Walmart.com. A price that wins on Amazon may look high there.
- Start with your best sellers. List 10 to 20 proven products, run small Walmart Connect campaigns, and expand once you see conversion data.
Timeline: expect anywhere from two weeks to two months from application to first sale, mostly depending on approval time and catalog prep.
If you’re weighing a marketplace against your own store instead, see Shopify vs Amazon or WooCommerce vs Amazon.
Key Takeaways
- Walmart Marketplace has no monthly fee. Amazon’s Professional plan costs $39.99 per month, and its Individual plan costs $0.99 per item sold.
- Referral fees are identical in most big categories (15% for home, toys and “everything else”; 8% for consumer electronics).
- Apparel over $20 is cheaper on Walmart (15% vs 17%).
- Amazon is open to individuals. Walmart requires a business tax ID or license and supporting documents.
- Amazon has more buyers and more competition. Walmart has fewer competing sellers and a lower total sales volume.
- Most established sellers should run both, starting with their proven products on Walmart.
Frequently Asked Questions
Is it cheaper to sell on Walmart or Amazon?
Walmart is usually cheaper for a Professional-level seller because it has no monthly fee, while Amazon’s Professional plan costs $39.99 per month. Referral rates are the same in most categories. Apparel over $20 is also cheaper on Walmart, at 15% vs Amazon’s 17%.
Does Walmart Marketplace charge a monthly fee?
No. Walmart says there are no setup, monthly or hidden fees for sellers. You pay a referral fee on each completed sale, which is 15% in most categories.
Can individuals sell on Walmart Marketplace?
Not as a casual seller. Walmart asks for a business tax ID or business license number and says a Social Security number is not accepted. You also need supporting business documents and GS1 barcodes.
How much does it cost to start selling on Amazon?
The Individual plan has no monthly fee and charges $0.99 per item sold, plus referral fees. The Professional plan costs $39.99 per month plus referral fees. Professional becomes cheaper once you sell more than about 40 items a month.
Are Walmart and Amazon referral fees the same?
In many categories, yes. Home and kitchen, toys and games, and “everything else” are 15% on both, and consumer electronics is 8% on both. Apparel over $20 differs (15% on Walmart, 17% on Amazon), and Amazon applies a $0.30 minimum per item in most categories.
How long does Walmart Marketplace approval take?
Walmart doesn’t publish a standard timeline. Third-party seller guides report anything from a few business days to several weeks. Having your business documents and barcodes ready before you apply helps.
Can I sell the same products on Walmart and Amazon at the same time?
Yes, many sellers do. Use inventory sync software so stock updates on both sites. Keep pricing and listing details accurate on each, since both marketplaces track seller performance.
Which is better for beginners, Walmart or Amazon?
Amazon is better for beginners because signup is open to individuals and the Individual plan has no monthly fee. Walmart suits sellers who already have a registered business and a product that sells.
Does Walmart have a fulfillment service like FBA?
Yes. Walmart Fulfillment Services (WFS) stores, picks, packs and ships your orders, and handles customer returns. Walmart says WFS ships in two days or less and has no setup or monthly fees, though per-unit fulfillment and storage fees apply.
Do I need UPC barcodes to sell on Walmart?
Yes. Walmart lists GS1 GTIN/UPC numbers among its seller requirements. Amazon also requires GTINs for most products but offers exemptions in some cases, such as some private-label and handmade goods.
Which marketplace has more competition?
Amazon. It has more third-party sellers in most categories, so ad costs and the fight for the buy box tend to be higher. Walmart’s approval step keeps its seller base smaller.
What fees do both marketplaces leave out of the referral rate?
Fulfillment, storage, advertising and any shipping you pay yourself are separate on both sites. Use each company’s fee calculator with your product’s actual size and weight before setting prices.
The Bottom Line
If you are new, selling as an individual, or moving fewer than about 40 units a month, start on Amazon. Its Individual plan costs nothing until you sell, and it doesn’t ask for business paperwork.
If you already run a registered US business with barcoded products, Walmart Marketplace is the easier money-saving choice: the same referral rates as Amazon in most categories, a cheaper rate on apparel over $20, and no $39.99 monthly plan. For most established sellers the answer is both, with Amazon as the main channel and Walmart as the second one.
Compare your own numbers before you decide. Get started with Walmart Marketplace’s referral fee table and Amazon’s pricing page, then plug in your product’s price and category.
Compare more marketplaces on the CartCompare blog
Related Articles
- Amazon vs eBay: how Amazon’s fees and buyer base compare with the oldest US marketplace.
- TikTok Shop vs Amazon: social commerce against search-driven marketplace selling.
- Temu vs Amazon: a low-price newcomer against established marketplace scale.
More marketplace comparisons: Amazon vs Facebook Marketplace, Faire vs Amazon, BigCommerce vs Amazon and eBay vs Etsy.
About This Research
Chloe Cruz has spent four years writing about eCommerce. LinkedIn
This comparison is based on Walmart Marketplace’s and Amazon’s own US seller pricing pages and Walmart’s seller requirements and fulfillment pages, all checked on November 8, 2026. The fee examples apply those published rates to sample prices and leave out fulfillment, advertising and shipping costs, which vary by product.
Content reviewed and updated: 2026-11-08
Connect With Us
CartCompare is an independent e-commerce platform research site. Have a platform we haven’t covered yet, or think we got a fact wrong? Reach out via ecomcartcompare.com/about.
Found This Useful?
Subscribe for more unbiased platform comparisons.