Walmart Marketplace

Verdict: the most obvious second marketplace for an established Amazon seller, because the fee schedule mirrors Amazon’s and the competition does not.

What it is

Walmart Marketplace is the third-party seller program on Walmart.com. Approval is invitation-style (you apply and Walmart decides), the catalog is a fraction of Amazon’s, and the buyer base skews toward everyday household categories. Walmart Fulfillment Services (WFS) is the FBA equivalent, and listing and inventory sync tools like Sellbrite treat it as just another channel.

Fees (checked 20 October 2026, US)

• Setup and monthly fees: none. Walmart states zero setup, monthly, or hidden fees for the marketplace and for WFS.
• Referral fee: 3% to 20% by category, with 15% the most common rate (Home, Kitchen, Garden, Toys, Pet, Tools, Books, and everything else). Lower rates for electronics and computers (6% to 8%), tiered rates for apparel (5% to 15%), jewelry (20% up to $250, then 5%), and furniture (15% up to $200, then 10%).
• WFS fulfillment: from $3.45 per unit for items up to one pound, with no minimum or maximum inventory. Walmart claims WFS shipping costs about 15% less than the competition on its own data.

No new-seller fee discount is published on the pricing page at the moment; Walmart runs those as time-limited promotions.

Who it is for

Brand-registered Amazon sellers with proven products in household categories, existing UPCs, and the operational capacity to serve a second channel. If your Amazon listing is already converting, the same listing with less competition is the whole pitch.

Who should skip it

New sellers without an Amazon track record, which Walmart’s approval process tends to reject, and anyone in categories Walmart’s buyers do not shop for. Also skip it if adding a channel means splitting inventory you cannot afford to split; stockouts on Walmart are punished with search rank just like on Amazon.

Our stack

Walmart is one of our channels, and it is the marketplace we recommend first to sellers who ask where to expand after Amazon. If you plan to fill Walmart orders from FBA stock, read our Multi-Channel Fulfillment guide first: Walmart allows it only in unbranded packaging with Amazon Logistics blocked.

The honest caveats

Approval can take weeks and can fail without a reason. Walmart’s price-parity rules can delist an item if it is cheaper elsewhere, including on your own Amazon listing. Traffic per listing is a fraction of Amazon’s, so expect volume to be a tenth of your Amazon sales, not a half.

Bottom line

Apply once your Amazon listings are stable, use WFS, and sync inventory from day one. No affiliate link; the vendor link is below.

See Walmart Marketplace fees