How to sell on Walmart Marketplace as an Amazon brand

Can an Amazon brand sell on Walmart Marketplace?

Yes, once Walmart has verified the business. US sellers need:

• A business tax ID or license number, not an SSN, matching IRS records.
• Business proof: documents for your legal name and address, plus the applicant's ID.
• A track record of marketplace or ecommerce sales; show your Amazon history.
• GTINs from a GS1 company prefix or an approved exemption, and a catalog clear of prohibited products.
• Fulfillment with returns: WFS or a US warehouse that processes returns.

Sellers based outside the US provide extra documents. Walmart Brand Portal, for brand-owner content priority, needs a valid US trademark and a seller based in one of eight listed locations, including the US, China and India.

How much does Walmart charge compared with Amazon?

Walmart charges no setup or monthly fee, only a referral fee per sale, set by category and calculated on the total sales price including shipping and gift wrap. Rates run from 3% to 20%, and many categories, including Home, Toys, Pet and Everything Else, are 15%. Compared with Amazon's published rates:

Fee	Walmart Marketplace	Amazon
Monthly selling fee	None	$39.99 (Professional plan)
Minimum referral fee per item	None listed	$0.30
Home and kitchen	15%	15%
Apparel	5% up to $15, 10% from $15 to $20, 15% above $20	5% up to $15, 10% from $15 to $20, 17% above $20
Beauty, health and personal care	8% up to $10, 15% above	8% up to $10, 15% above
Consumer electronics	8%	8%
Personal computers	6%	8%

Per-sale fees are close in many categories, so margins differ on fulfillment, pricing and ad spend. Walmart's New-Seller Savings also cuts base referral fees, starting at 20% off the first $50K in GMV, for sellers who go live after February 1, 2026 and opt in after launch. The program ends January 31, 2027.

Should Walmart orders ship from WFS, your 3PL or Amazon MCF?

There are three options, and they can be mixed.

WFS. Walmart ships orders for WFS items and handles customer service and returns. Fulfillment starts at $3.45 at a shipping weight up to 1 lb. Storage is $0.75 per cubic foot per month from January to September, with a peak-season surcharge on units stored over 30 days. You can enroll once onboarding is done and your first item is set up. Receiving normally takes up to 2 business days, up to 10 at peak. Fulfillment is set per item: when the WFS stock you sent runs out, orders switch to you if you hold inventory of your own.

Your own warehouse or 3PL. You control the delivery promise and carry the performance standards yourself.

Amazon MCF from FBA stock. Walmart allows it only in neutral packaging with Amazon Logistics blocked, since its orders may not carry another retailer's branding. Blocking Amazon Logistics normally adds a 5% surcharge, which Amazon has waived until January 14, 2027.

Walmart measures you over 30 or 60 days: cancellations at 2% or below, on-time delivery at 90% or above, valid tracking at 99% or above, and late shipments at 5% or below. WFS covers most of these for you. Falling short can lead to suppression, suspension or termination.

How are Walmart listings different from Amazon listings?

• Match before you create. Items already in Walmart's catalog take an offer by GTIN match; new ones need full item setup. The bulk item API takes up to 10,000 items per feed.
• Content has to be remapped to Walmart's own product types and attributes, not copied.
• Brand owners get content priority. Walmart decides which content shows for each attribute, and content from brand owners and their authorized resellers comes first.
• Listing Quality is scored on content, price competitiveness, shipping speed, in-stock rate over the last seven days, and ratings and reviews.
• Price is checked against other sites. The Pricing Rule unpublishes offers whose item price plus shipping looks egregiously high next to the same item on Walmart.com or other sites; a smaller gap can cost the Buy Box and its Add to Cart button. Marking prices up to cover fees can trip it, and moving the markup into shipping meets a separate egregious-shipping rule.

How long does it take to get live on Walmart?

Walmart says onboarding takes about 10 days on average. Its own timings, in order:

1. Business verification: a few minutes to two business days.
2. Payout method, market details, shipping and returns: set in Seller Center.
3. Catalog: account setup completes up to four hours after inventory is added.
4. WFS, if used: add a billing method (bank account, credit card or PayPal; a bank account takes 2 to 3 business days to verify), then send inventory.
5. Payment hold: US-incorporated sellers have part of each payout held for up to 14 days until 90 days after the first shipped order and $7,500 received.

Add time for catalog mapping, pricing, and wiring stock and orders, so early orders do not push cancellations toward the 2% limit.

How does Growth OS run Walmart next to Amazon?

Ecomsellertool Growth OS runs on your own accounts, adding Walmart as another channel on the same catalog, stock pool and order flow:

1. Catalog sync. GTIN match where the item exists, bulk feeds for the rest.
2. Pricing sync. Each SKU priced from landed cost and fees, checked against your other channels.
3. Inventory sync. Seller-fulfilled stock pushed by ship node from one pool across FBA and your 3PL, with WFS stock read back.
4. Order sync. Seller-fulfilled orders routed to your 3PL or MCF, with tracking posted back. WFS orders need no routing.
5. Performance and margin. Walmart's thresholds tracked, and contribution margin reported per SKU per channel.

Walmart is one of the 20+ marketplaces we have shipped integrations for. The multi-marketplace core is the kind we built for Seller7, a seller OS used by 700+ sellers across 20+ marketplaces. Where your operation needs more, we add custom software and AI agents. Custom work is yours, and the Growth OS base is licensed to you.

Where should you start?

The free Quick Scan in the Ops Gap Diagnostic finds your top three Amazon operations gaps from standard reports; the paid Deep Diagnostic adds marketplace opportunities such as Walmart. To see the base system, look at Growth OS.