Amazon vs. Walmart Marketplace: Which Is More Profitable for Sellers in 2025?
Amazon has long dominated the e-commerce landscape, but Walmart Marketplace is rising fast. With fewer sellers, lower fees, and Walmart’s massive retail presence, many Amazon sellers are wondering:
Is Walmart a better opportunity than Amazon in 2025? Which marketplace offers more profit potential?
Let’s break down the key differences to help you decide where your business can make the most money.
1. Seller Competition: Less Crowded on Walmart
- Amazon: With 9.7 million total sellers and over 2 million active ones, competition is intense. Ranking on Page 1 often requires strong branding, aggressive PPC, and external traffic.
- Walmart: Just over 150,000 sellers means significantly less competition, making it easier to get noticed.
If you’re struggling to gain visibility on Amazon, Walmart could offer a less saturated marketplace to grow in.
2. Selling Fees: Which Platform Takes a Bigger Cut?
Selling fees are a huge factor in profitability. Here’s how Amazon and Walmart compare:
| Amazon | Walmart | |||
| Referral Fees | Amazon | 8%–15% | Walmart | 8%–15% |
| Subscription Fee | Amazon | $39.99/month | Walmart | $0/month (No subscription fee) |
| Fulfillment (FBA vs. WFS) | Amazon | Varies by size/weight | Walmart | Lower storage & fulfillment fees |
| Storage Fees | Amazon | Higher, plus new low-inventory fees | Walmart | Lower than Amazon |
Walmart’s zero monthly fee and lower storage/fulfillment costs give it an advantage for sellers looking to cut expenses.
3. Fulfillment: FBA vs. WFS (Walmart Fulfillment Services)
Both Amazon and Walmart offer fulfillment services to handle storage, packing, and shipping.
- Amazon FBA: Offers fast shipping and massive infrastructure, but rising storage costs and strict inventory limits are pain points.
- Walmart WFS: Growing rapidly, offering competitive rates and access to Walmart+ customers (similar to Amazon Prime).
If you’re already using FBA, trying WFS could reduce your costs—though Amazon still leads globally in logistics.
4. Customer Base: Who’s Buying on Each Platform?
Understanding your audience is key. Here’s how the buyer demographics compare:
- Amazon shoppers are Prime-loyal, tech-savvy, and value convenience—even at higher prices.
- Walmart shoppers are typically price-sensitive, deal-seeking, and focused on essentials like groceries, cleaning supplies, and household goods.
If you’re selling branded, premium products, Amazon is still better. But if you offer affordable, everyday essentials, Walmart may be more profitable.
5. Advertising: Which Marketplace is More Cost-Effective?
Advertising is crucial, but ad costs differ:
- Amazon Ads: High competition equals high CPC. Many sellers spend 20 to 40 percent of revenue just to stay visible.
- Walmart Ads: Still developing, with lower CPCs and less competition—making it a more affordable option.
If Amazon PPC is burning your margins, Walmart may offer a cheaper route to customer acquisition.
Pro Tip
Tools like Seller Labs’ Advertising Center can help you manage your Amazon PPC more effectively, letting you focus your budget where it matters most.
6. Seller Support & Policies: Stricter on Walmart
Amazon has its challenges, but Walmart has even stricter seller requirements:
- Walmart requires approval to sell, whereas anyone can sign up for Amazon.
- Walmart has stricter performance metrics (slow shipping or poor reviews can get you suspended quickly).
- Amazon offers more tools, like Brand Registry, A+ Content, and automated customer service.
If you’re a new seller, Amazon is easier to get started on. But if you’re an established seller with good metrics, Walmart could be a profitable second marketplace.
Where Can You Make More Money?
It depends on your products, strategy, and competition level:
Amazon is better if you have a strong brand, use FBA, and can afford rising PPC costs.
Walmart is better if you sell lower-cost, everyday items and want less competition & lower fees.
Best strategy? Sell on both. Diversifying reduces risk and taps into two massive customer bases.
Whether you’re scaling on Amazon or growing your product portfolio, make sure your ads, reviews, and product performance are managed efficiently. Seller Labs helps you monitor and optimize your Amazon performance all in one place.
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The post Amazon vs. Walmart Marketplace: Which Is More Profitable for Sellers in 2025? appeared first on Seller Labs: Amazon Seller Software and Platform.
What kind of permissions are needed to connect third-party apps to an Amazon Seller account?
I’ve partnered with a company that wants to connect a third-party app to our Amazon Seller account. They’re asking for administrative access, but I’m hesitant to grant full admin rights without understanding if it’s actually necessary.
Does anyone know what level of permission is really required to connect most 3rd-party tools (like analytics or ad platforms)? Can this typically be done with limited permissions via user roles or token-based access?
Would love to hear from anyone who’s dealt with this before—trying to balance security with functionality.
submitted by /u/Calm-Wash-8768
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What kind of permissions are needed to connect third-party apps to an Amazon Seller account?
I’ve partnered with a company that wants to connect a third-party app to our Amazon Seller account. They’re asking for administrative access, but I’m hesitant to grant full admin rights without understanding if it’s actually necessary.
Does anyone know what level of permission is really required to connect most 3rd-party tools (like analytics or ad platforms)? Can this typically be done with limited permissions via user roles or token-based access?
Would love to hear from anyone who’s dealt with this before—trying to balance security with functionality.
submitted by /u/Calm-Wash-8768
[link] [comments]
How would you price an FBA business if history of sales is skewed because of my own poor inventory management?
I have a 2 product store (2 different private label products) that has generated 54k revenue in past 12 months. Roughly 40% of that being profit. However there have been large swaths of time with low sales just due to this is being my first FBA business and being rly rly bad with inventory management. So I run out of stock and am out for months and lose all rank and have to rebuilt rank.
Would you price the business taking into account the potential for profit that I simply missed out on or price it at what it’s done. If I had simply stayed in stock that could mean an extra 10k or more of profit over the last 12 months.
I’m selling because I don’t see FBA as my career and need to focus fully on my actual career.
submitted by /u/AeroLog
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How would you price an FBA business if history of sales is skewed because of my own poor inventory management?
I have a 2 product store (2 different private label products) that has generated 54k revenue in past 12 months. Roughly 40% of that being profit. However there have been large swaths of time with low sales just due to this is being my first FBA business and being rly rly bad with inventory management. So I run out of stock and am out for months and lose all rank and have to rebuilt rank.
Would you price the business taking into account the potential for profit that I simply missed out on or price it at what it’s done. If I had simply stayed in stock that could mean an extra 10k or more of profit over the last 12 months.
I’m selling because I don’t see FBA as my career and need to focus fully on my actual career.
submitted by /u/AeroLog
[link] [comments]
Should I List My One Product on Amazon or Not?
I manufacture one product and as of now it is only available to purchase on my website. I am considering listing it on Amazon too (nowhere else) — and I just went through the process of setting up a Seller Account and Brand Management.
The problem is… I have to set a higher price on Amazon to cover their fees, and I just read that Amazon does not like when Sellers sell for cheaper elsewhere, and that they penalize Sellers for this by making it harder for customers to buy from you. However, all the stories I read involved products that multiple sellers offered, which is not the case for me.
QUESTION: If I undersell the Amazon price on my website, will Amazon still remove the BUY Button on my Amazon listing even if I’m the only seller on Amazon offering the product? Or worse — will Amazon remove or hide my listing, or make it impossible to find?
Honestly, I just want to list the product on Amazon for the exposure; I don’t expect anyone to buy it at that higher price. But if Amazon is going to make it so no one can buy my product, or even see my listing, then why should I pay them $468 a year ($39/month) to list my product there?
submitted by /u/izall4
[link] [comments]
Should I List My One Product on Amazon or Not?
I manufacture one product and as of now it is only available to purchase on my website. I am considering listing it on Amazon too (nowhere else) — and I just went through the process of setting up a Seller Account and Brand Management.
The problem is… I have to set a higher price on Amazon to cover their fees, and I just read that Amazon does not like when Sellers sell for cheaper elsewhere, and that they penalize Sellers for this by making it harder for customers to buy from you. However, all the stories I read involved products that multiple sellers offered, which is not the case for me.
QUESTION: If I undersell the Amazon price on my website, will Amazon still remove the BUY Button on my Amazon listing even if I’m the only seller on Amazon offering the product? Or worse — will Amazon remove or hide my listing, or make it impossible to find?
Honestly, I just want to list the product on Amazon for the exposure; I don’t expect anyone to buy it at that higher price. But if Amazon is going to make it so no one can buy my product, or even see my listing, then why should I pay them $468 a year ($39/month) to list my product there?
submitted by /u/izall4
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Amazon US and Amazon UK – do UPCs need to be the same?
Hello again…
I sell my own product on Amazon, I have brand registry. No one else sells it. It is a unique product. I use speedy barcodes in the UK, I want to sell in the US and have opened my seller account / got brand registry. I will be starting the listing from scratch – can I use GS1 barcodes or do the UK and US account barcodes need to match? Will it present a problem later on if then don’t match? I am the owner of the product, I manufacture it, it’s my branding etc.
The product listings will be slightly different because of the descriptions (tailored to US) and also sizing (tailored to US).
Thank you!
submitted by /u/lobsterloot
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Amazon Asking for Transparency Serial Number – But Other Sellers Aren’t?
Hey fellow sellers,
I’m facing a weird issue and was wondering if anyone else has experienced this.
I’ve been selling a particular ASIN (Okaya brand) on Amazon India. Everything was fine until April 28th, when I suddenly received an email from Amazon asking me to submit a Transparency serial number for the product.
I checked with the Okaya (brand) team, and they have no idea about any Transparency codes. What’s more confusing is that other sellers are still selling the same ASIN without any issue or code submission requirement.
• I’ve already listed and sold a few units in April without problems. • No brand gating or performance warnings on my account. • I’ve submitted valid purchase invoices in the past.
Is Amazon selectively enforcing Transparency code requirements? Or is this a system glitch? Would appreciate any insights from sellers who’ve faced something similar.
Thanks in advance!
submitted by /u/Mindless-Medium4661
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Amazon Asking for Transparency Serial Number – But Other Sellers Aren’t?
Hey fellow sellers,
I’m facing a weird issue and was wondering if anyone else has experienced this.
I’ve been selling a particular ASIN (Okaya brand) on Amazon India. Everything was fine until April 28th, when I suddenly received an email from Amazon asking me to submit a Transparency serial number for the product.
I checked with the Okaya (brand) team, and they have no idea about any Transparency codes. What’s more confusing is that other sellers are still selling the same ASIN without any issue or code submission requirement.
• I’ve already listed and sold a few units in April without problems. • No brand gating or performance warnings on my account. • I’ve submitted valid purchase invoices in the past.
Is Amazon selectively enforcing Transparency code requirements? Or is this a system glitch? Would appreciate any insights from sellers who’ve faced something similar.
Thanks in advance!
submitted by /u/Mindless-Medium4661
[link] [comments]