Walmart Seller Central vs. Amazon Seller Central Platform Comparison

Introduction to the E-commerce Giants

The Rise of Online Marketplaces

In the past decade, online marketplaces have reshaped the way people shop, turning global platforms into virtual malls. Amazon, once a humble online bookstore, now hosts millions of sellers and ships billions of products globally. Meanwhile, Walmart, the world’s largest brick-and-mortar retailer, has aggressively transformed its business to compete online—offering sellers an alternative that’s gaining serious traction.

So, what’s driving this rapid evolution?

Consumers today demand convenience, speed, and options—all of which online marketplaces deliver. For sellers, these platforms offer massive reach, logistics solutions, and built-in trust. But with great opportunity comes great competition. Choosing the right platform can make or break your e-commerce success.

Amazon and Walmart are now two titans battling for dominance in digital retail. They both provide dedicated seller platforms—Amazon Seller Central and Walmart Seller Central—yet they operate very differently. Understanding the core differences can help you choose where to invest your energy, time, and money.

Let’s break it all down.

Amazon and Walmart’s E-commerce Journey

Amazon pioneered third-party seller marketplaces. Launched in 2000, Amazon Seller Central has grown into the world’s largest e-commerce marketplace with over 9.7 million registered sellers worldwide. Its ecosystem is robust—supporting everything from fulfillment (FBA) to advanced AI-driven ads and international selling.

Walmart, on the other hand, entered the marketplace game later but with a strategic edge.
Walmart Marketplace was launched in 2009 and started scaling rapidly around 2016. With its household name and established logistics chain, Walmart brought something different to the table: trust, physical presence, and a loyal customer base.

While Amazon is known for sheer volume and innovation, Walmart is lauded for quality control, seller selectiveness, and lower fees.
Each platform has unique advantages, and choosing the right one depends on your business goals, budget, and strategy.

Overview of Seller Central Platforms

What is Amazon Seller Central?

Amazon Seller Central is the primary dashboard and toolset for anyone selling products on Amazon. It’s a self-service platform where you can manage your inventory, track orders, launch ad campaigns, handle customer inquiries, and more.

There are two types of accounts:

Most serious sellers go for the Professional plan because it unlocks additional tools and features.

Key benefits include:

But it’s not all sunshine. The competition is intense. Thousands of sellers often offer the same product, and Amazon itself may compete against you with its private-label items. Sellers also need to navigate complex rules, frequent changes in policies, and strict performance metrics.

What is Walmart Seller Central?

Walmart Seller Central (officially called Walmart Marketplace) offers third-party merchants access to Walmart.com’s massive customer base. Unlike Amazon, which is open to nearly everyone, Walmart is more exclusive. You have to apply and get approved.

Walmart’s platform emphasizes quality over quantity. Its goal is to maintain a strong buyer experience, and it curates its sellers carefully.

Features of Walmart Seller Central include:

But Walmart isn’t as plug-and-play as Amazon. Its systems are a bit more rigid, less intuitive for beginners, and offer fewer bells and whistles. However, for sellers who get in, the rewards can be great—less price undercutting, more visibility, and loyal customers who prefer Walmart’s value-driven brand.

Key Differences at a Glance

FeatureAmazon Seller CentralWalmart Seller Central
Open AccessAnyone can join (basic verification)Application and approval required
Monthly Fee$39.99/month (Professional)$0/month
FulfillmentFBA (Fulfilled by Amazon)WFS (Walmart Fulfillment Services)
Competition LevelVery highLower but growing
Customer BaseGlobalMostly U.S.
Advertising ToolsAdvanced, multi-formatGrowing, basic
Ease of UseIntuitive and matureSlightly less user-friendly
SupportMixed reviewsImproving steadily
Return PolicyAmazon-controlledSeller-influenced (more flexibility)

Choosing between them depends largely on your product niche, budget, and willingness to navigate each platform’s learning curve.

Getting Started – Account Setup & Approval Process

Amazon Seller Account Setup

Setting up an Amazon Seller account is as straightforward as signing up for any online service. You’ll need:

The whole process takes under an hour, and you can start listing products the same day. Amazon accepts sellers worldwide, making it ideal for international e-commerce entrepreneurs.

There’s also flexibility—start small with the Individual Plan and upgrade later. However, be warned: Amazon monitors performance metrics from Day 1. If you receive too many late shipments, poor reviews, or customer complaints, your account may get flagged or suspended quickly.

Walmart Seller Account Approval

Walmart is much more selective. The application process can take days or even weeks, and you’ll need:

You must show that you’re an established, reliable seller. Walmart does not welcome hobbyists or beginners.

Once approved, onboarding takes more effort. You’ll go through a detailed setup phase, including:

But here’s the reward: once you’re in, you’re part of an exclusive club. Less competition, better profit margins, and customers who trust the Walmart brand.

Documentation and Requirements Compared

RequirementAmazonWalmart
ID VerificationRequired (automatic scan)Required (manual review)
U.S. Bank AccountPreferred but not mandatoryMandatory
Business LicenseNot always neededAlways required
Prior Selling ExperienceOptionalStrongly preferred
Approval TimeImmediate to 48 hours7–14 days or longer

In short: Amazon is open to all and easy to start, while Walmart is more closed but offers a high-reward environment for seasoned sellers.

Seller Fees and Cost Structures

Walmart Seller Central vs. Amazon Seller Central

Amazon’s Fee Breakdown

Amazon’s cost structure can be complicated. Here’s what you can expect:

It adds up quickly. Sellers using FBA often pay 30–50% of their sale price in fees. However, the benefits—Prime eligibility, fast shipping, customer trust—often justify the cost.

Walmart’s Pricing Model

Walmart’s fee system is simpler:

This makes Walmart more appealing for sellers with tight margins or large catalogs.

Cost Comparison – Which is More Affordable for Sellers?

Fee TypeAmazonWalmart
Monthly Fee$39.99$0
Referral Fee (avg)15%8–15%
Fulfillment FeeHigh with FBAModerate with WFS
Storage CostsCharged monthlyLower or not charged (WFS)
Advertising BudgetOften mandatoryOptional and low-cost

Walmart wins on affordability, but Amazon delivers more traffic and tools. You’re trading cost savings for exposure.

Fulfillment Options & Logistics

Fulfillment Options & Logistics

Amazon FBA (Fulfilled by Amazon)

Fulfillment by Amazon (FBA) is one of Amazon’s biggest game-changers. It allows sellers to store their products in Amazon’s warehouses. Once a customer places an order, Amazon picks, packs, and ships the product—handling everything from logistics to customer service and returns.

Benefits of using FBA:

But these benefits come at a cost. FBA fees can eat into profit margins—especially for low-cost or bulky items. You’ll also pay storage fees, and if your items don’t move fast enough, long-term storage charges apply. Another downside? Loss of control. You won’t be able to intervene easily in logistics problems, returns, or delivery errors.

That said, FBA remains the gold standard for streamlined, scalable selling—especially for solo entrepreneurs or small teams.

Walmart Fulfillment Services (WFS)

Walmart Fulfillment Services (WFS) is Walmart’s answer to Amazon FBA. It offers similar services—inventory storage, order fulfillment, returns, and customer service—but with a Walmart flavor.

Key features of WFS:

WFS has one major advantage: less competition and lower fees. Since Walmart is more selective with sellers, WFS is less saturated. That means your product has a better chance of being discovered and recommended.

The downside? WFS isn’t as expansive or mature as Amazon’s FBA. Their warehouse coverage is smaller, and international fulfillment is limited. It also lacks the extensive backend automation and integrations Amazon sellers enjoy.

But if you’re focused on U.S. sales and want high visibility with fewer sellers, WFS is a strong contender.

Shipping, Returns, and Delivery Speed Comparison

FeatureAmazon FBAWalmart WFS
Shipping Speed1-2 days (Prime)2-day delivery (eligible areas)
Return HandlingAmazon-managedWalmart-managed
PackagingAmazon-brandedWalmart-branded
Cost EfficiencyBetter for lightweight, fast-moving itemsBetter for mid-range, U.S.-focused sellers
Global ReachStrong international logisticsU.S.-focused with limited international support

If speed, scale, and international expansion are top priorities, Amazon wins. But if you want domestic cost savings and less fulfillment competition, Walmart WFS delivers.

Product Listing and Catalog Management

Listing Process on Amazon

Creating a product listing on Amazon is straightforward—if your product already exists in the catalog, you can simply add your offer to it. If not, you’ll need to create a new listing using Amazon’s Product Listing page.

Here’s what you’ll need:

Amazon provides tools like A+ Content (formerly Enhanced Brand Content) for brand-registered sellers. This allows you to create visually rich product pages that boost conversions.

But Amazon also has strict listing rules. They suppress listings with incomplete data or keyword stuffing, and their automated bots frequently flag listings without human review—leading to frustrating takedowns.

Still, Amazon’s SEO-friendly structure, customer reviews, and product rankings make it a powerhouse for discoverability—if you know how to optimize correctly.

Listing Process on Walmart

Walmart’s product listing process is slightly more complex and less user-friendly. Sellers must upload product data through spreadsheets or integrate with listing tools. There is a single item setup method, but it’s clunky compared to Amazon.

Essential listing components include:

Unlike Amazon, Walmart favors consistent branding and concise bullet points. Overstuffing listings with keywords can hurt visibility. Walmart’s search algorithm (called Polaris) prioritizes relevance, pricing competitiveness, and stock availability.

There’s less freedom with customization, but also less spam. That means if you do it right, your product has a greater chance of standing out.

SEO Optimization and Discoverability

Amazon is all about keywords, reviews, and conversions. Its A9 search algorithm rewards:

Your success hinges on optimizing listings for both human readers and Amazon’s AI.

Walmart, in contrast, uses Polaris, which favors:

Walmart listings don’t rank externally (e.g., on Google) as well as Amazon, but they have higher internal visibility for fewer competing sellers. A well-optimized Walmart listing may outperform on conversion even with less traffic.

If you’re SEO-savvy and comfortable with experimentation, Amazon offers bigger rewards. But if you’re a strategic seller who can master structure and pricing, Walmart can deliver better conversion with less competition.

Advertising and Marketing Tools

walmart Advertising and Marketing Tools

Amazon Ads and Promotions

Amazon offers a powerful, multi-tiered advertising system, including:

You can target keywords, competitor listings, or customer demographics. The system is similar to Google Ads—bid-based and performance-driven.

Amazon ad tools include:

However, ads are nearly mandatory for new products. Without investing in PPC, it’s hard to get visibility—even if your product is excellent. This increases overall costs but can significantly boost sales velocity.

Walmart Connect – Advertising Features

Walmart’s ad platform, Walmart Connect, is newer and more streamlined. It includes:

Walmart Connect has fewer targeting options than Amazon, but also less competition. That means lower CPCs (cost per click) and higher ROAS (return on ad spend) for early adopters.

The ad platform continues to evolve, and Walmart is actively investing in it. If you get in now and learn the system, you’ll be ahead of the curve when Walmart Connect becomes more robust.

Campaign Performance and ROI Comparison

FeatureAmazon AdsWalmart Connect
CPC (avg.)$0.75–$1.50$0.25–$0.70
Ad ReachGlobal, highly competitiveU.S.-focused, less crowded
Ad ROI (early stages)Lower due to saturationHigher due to opportunity gaps
Tools & DataAdvanced dashboards and reportingBasic but improving monthly
Required for Success?Almost alwaysOptional, but helpful

If you’re ready to spend on ads, Amazon gives better data and tools. If you’re looking to test with a smaller budget, Walmart may offer a better initial return.

Customer Base and Market Reach

Amazon’s Global Buyer Reach

Amazon boasts one of the largest global customer bases in e-commerce history. With over 310 million active customer accounts worldwide, it’s safe to say that Amazon dominates the global marketplace.

Its reach includes:

The benefit?
If your product has universal appeal, you can scale it internationally without reinventing your sales channel. Amazon takes care of cross-border logistics, taxes (VAT), and even localized customer support.

Global selling programs like Amazon Global Selling and Pan-EU FBA give you tools to expand without needing to set up separate accounts in each country.

For sellers looking to scale fast and globally, Amazon offers the infrastructure, buyer confidence, and traffic to support massive growth. However, this also means competing with global sellers, local products, and even Amazon’s own brands.

Walmart’s U.S.-Centric Customer Base

Walmart.com, while smaller in international presence, remains a giant in U.S. retail. With over 120 million monthly online visitors, it is a key player in American e-commerce. Walmart focuses heavily on domestic logistics, pricing, and customer service, making it especially attractive for U.S.-based sellers.

What makes Walmart’s customer base unique?

Unlike Amazon, Walmart’s omnichannel presence bridges physical stores and online shopping, enhancing customer loyalty and cross-channel exposure.

However, sellers looking to reach customers outside the U.S. will find Walmart limited for now. Its international expansion is still in early stages, and cross-border selling is not widely supported.

Demographics and Buyer Behavior Analysis

AttributeAmazonWalmart
Customer BaseGlobal, Prime members, high-incomeU.S.-focused, budget-conscious
Average Cart SizeLarger due to product varietySmaller, focused on essentials
Buyer LoyaltyDriven by Prime benefitsDriven by brand trust and savings
Purchase DriversSpeed, reviews, PrimePrice, pickup options, value

If you’re targeting international audiences, premium buyers, or tech-savvy shoppers, Amazon has the edge. If your product appeals to practical, family-oriented, or budget-focused U.S. buyers, Walmart might deliver better conversions.

Seller Support and Resources

Amazon’s Seller Support System

Amazon Seller Support is a mixed bag. On one hand, you get access to:

On the other hand, many sellers complain about delayed responses, scripted replies, and difficulty resolving complex issues—especially when accounts are suspended or listings are suppressed without a clear explanation.

Amazon’s scale is both its strength and weakness. With millions of sellers, personalized attention is rare. Automation and AI-driven responses can cause frustration, especially for nuanced problems that require human intervention.

Walmart’s Seller Support Channels

Walmart’s support team is smaller but steadily improving. Their focus is on:

Although Walmart support is less 24/7 compared to Amazon, many sellers find it more personalized and responsive—especially in the early stages. Since Walmart has fewer sellers, you’re less likely to feel like a small fish in a big pond.

Training, Communities, and Help Centers

FeatureAmazon Seller CentralWalmart Seller Central
Seller TrainingSeller University, webinarsSeller Help Center, weekly training
Community ForumsVery active, but clutteredSmaller, less active
Live Support24/7 for most issuesBusiness hours only
Escalation OptionsHard to escalate quicklyEasier for direct communication

Amazon wins on volume and documentation. Walmart offers a more guided, less chaotic seller experience.

Policies, Restrictions & Compliance

Amazon’s Rules for Sellers

Amazon is notorious for its strict compliance policies. Violating rules—intentionally or not—can result in:

Common triggers include:

Amazon also uses bots to enforce rules. That means you might get flagged automatically, even when you haven’t done anything wrong. Recovering from a suspension requires patience, documentation, and often legal help.

That said, once you understand the rules, you can stay within them. Amazon’s platform is built on strict control to maintain buyer trust.

Walmart’s Strict Guidelines

Walmart is just as serious about quality—but with different priorities. Their compliance policies focus on:

Sellers who engage in price gouging, false advertising, or delayed shipping are removed quickly. Walmart also enforces its Price Parity Policy, which means if your product is cheaper elsewhere (like Amazon), Walmart may delist it.

However, Walmart tends to issue warnings first, and its appeal process is slightly more humanized than Amazon’s. Sellers often report better communication and response times during suspension appeals.

Suspension Risks and Appeal Process

AreaAmazonWalmart
Automated EnforcementVery highModerate
Appeal DifficultyHigh – detailed Plan of Action requiredModerate – more flexible
Response TimeSlow and inconsistentFaster, more direct
Seller SentimentFrustrated by automationAppreciative of responsiveness

If you’re risk-averse and want more transparent communication, Walmart has the upper hand. If you’re confident in compliance and can handle scale, Amazon offers higher returns.

Profitability & Competition

Seller Profit Margins on Amazon

Amazon offers high sales volume but with tight profit margins. Between referral fees, FBA costs, ads, and other expenses, many sellers report net margins of 10–20%, especially when scaling.

However, those who build strong brands and optimize logistics can achieve:

The real profitability comes when you scale efficiently. With automation, bulk logistics, and smart advertising, Amazon becomes a volume game. But for new sellers, breaking even can take months due to the steep learning curve and startup costs.

Seller Margins and Opportunities on Walmart

Walmart offers better margins in many categories, thanks to:

Because Walmart doesn’t take as big a cut, you keep more of what you sell. This makes it ideal for budget-sensitive categories like home goods, grocery, and health products.

However, sales volume is still catching up to Amazon, meaning slower turnover for many sellers. But fewer sellers also mean more opportunity to shine.

Competitive Saturation Levels

MetricAmazonWalmart
Number of SellersOver 9 million globallyUnder 200,000 active sellers
New Seller Growth RateHighModerate
Private Label CompetitionHighLow to Medium
Platform CompetitionIntense in nearly every nicheModerate, with underserved niches

Amazon is a red ocean—crowded but profitable if you know how to swim. Walmart is a blue ocean—fewer sellers, more space, and better margins for the right product.

Platform Usability and Dashboard Interface

Platform Usability and Dashboard Interface

Navigating Amazon Seller Central

Amazon Seller Central is a mature and comprehensive platform. It offers all the tools you need to run your e-commerce business, from product listing to performance analytics. The dashboard is dense but powerful.

Key features include:

But here’s the flip side: it’s not beginner-friendly. The sheer number of features can overwhelm new sellers. There’s also the issue of navigation—some pages are buried deep in menus, and frequent updates can cause temporary bugs or broken links.

Still, for experienced sellers or those willing to learn, it’s one of the most robust platforms on the market.

Using the Walmart Seller Center Dashboard

Walmart’s Seller Center is simpler and cleaner but offers fewer advanced tools. It’s designed for ease of use and focuses heavily on listing management and order fulfillment.

You’ll find features like:

The interface is less cluttered, which is great for new sellers. But it lacks deeper customization options. Also, updates or feature rollouts can sometimes be delayed compared to Amazon.

If you prefer simplicity and ease over power features, Walmart’s Seller Center is a smooth ride.

Mobile Accessibility and Tech Support

Both platforms offer mobile apps, but Amazon’s Seller App is more refined, letting you:

Walmart’s Seller Center App is improving but currently offers more basic features like order tracking and inventory edits.

In summary:

FeatureAmazon Seller CentralWalmart Seller Center
UsabilityComplex, feature-richSimple, easy to learn
Mobile AppAdvanced and reliableBasic but functional
Dashboard ToolsExtensive analytics & controlsEssential tools only
Best ForPower sellers, analytics-driven businessesNew or minimalist sellers

Scalability and Growth Opportunities

Growing Your Brand on Amazon

Amazon is a brand builder’s playground. If you have your own products or a private label, you can leverage:

Amazon’s infrastructure supports rapid scaling, especially with:

Top sellers often expand into multiple marketplaces, launch new brands, or sell their Amazon business to aggregators for 6- to 8-figure exits.

The challenge? You’ll need solid systems, a logistics team (or third-party support), and constant optimization to stay ahead of the competition.

Scaling Strategies for Walmart

Scaling on Walmart looks different. You’re not fighting the same volume of sellers, which means:

But it also means fewer tools for branding and automation. To scale on Walmart, you’ll likely need:

Walmart also offers performance-based perks, like the Pro Seller Badge, which boosts visibility and trust. As Walmart expands its marketplace presence, early adopters will likely see massive gains.

Multi-Channel Selling Tips

Many sellers choose to sell on both Amazon and Walmart. This multi-channel approach spreads risk and increases exposure.

Tips for multi-platform success:

  1. Use inventory management software to avoid overselling.
  2. Keep branding consistent across both platforms.
  3. Adjust pricing to reflect platform fees and buyer expectations.
  4. Monitor metrics separately — each platform has unique standards.
  5. Localize listings — what works on Amazon may not perform the same on Walmart.

The key is to treat each platform as its own ecosystem, not just a copy-paste of the other.

Real Seller Experiences and Case Studies

Testimonials from Amazon Sellers

Amazon is a tough but rewarding beast. Many sellers say it took them 3–6 months to become profitable, but once they cracked the code, it became a full-time income source.

Common feedback includes:

Success stories include entrepreneurs who turned side hustles into 7-figure brands and others who sold their Amazon stores for life-changing exits.

Stories from Walmart Sellers

Walmart sellers, especially those who joined early, often highlight how little competition and higher margins helped them grow quickly.

Walmart is still emerging, but the playing field is wide open.

Lessons Learned from Dual-Platform Sellers

Sellers who run both Amazon and Walmart stores often stress the importance of:

They also emphasize diversification. If Amazon suspends your account, you can still earn from Walmart, and vice versa.

Final Verdict – Which Platform is Better for 2026?

Summary of Key Differences

CriteriaAmazon Seller CentralWalmart Seller Central
Seller EntryEasySelective
FeesHighModerate
Traffic VolumeMassiveGrowing
CompetitionIntenseLess crowded
FulfillmentAdvanced (FBA)Competitive (WFS)
AdvertisingMatureEvolving
SupportAutomated, slowMore responsive
Global ReachStrongU.S.-focused

Which One Should You Choose?

Best strategy?
Use both. Diversify your channels, grow your brand, and stay adaptable. In 2026, successful sellers won’t rely on one platform—they’ll master them all.

Conclusion

Amazon and Walmart Seller Central are two of the most powerful e-commerce platforms today. Each has its strengths and challenges, but both offer immense opportunities for growth if you play your cards right.

Amazon gives you the power of global logistics, Prime trust, and high-volume sales. Walmart provides a more cost-effective, curated marketplace with room to shine. Whether you’re new to e-commerce or scaling a brand, choosing the right platform—or using both—can unlock your next level of success.

Take the time to understand your products, target audience, and budget. That clarity will guide you to the platform that fits your goals best.

FAQs

1. Is it better to sell on Walmart or Amazon in 2025?
It depends on your goals. Amazon offers scale and reach, but Walmart offers better margins and less competition. For best results, consider selling on both.

2. Can you sell on both Amazon and Walmart at the same time?
Yes! Many successful sellers operate on both platforms to diversify income and reduce dependency on one channel.

3. What are the main requirements to join Walmart Seller Central?
You need a U.S. business, an EIN, a W9, a product catalog, and a proven selling history on other platforms like Amazon or Shopify.

4. Which platform has lower fees for sellers?
Walmart generally has lower fees, no monthly subscription, and simpler fulfillment pricing. Amazon’s fees are higher but come with more services.

5. How competitive is Walmart compared to Amazon?
Walmart has significantly less competition, especially in underserved niches, making it a good platform for new or niche sellers.

Tagged

Leave a Reply