Platform Overview
Walmart
Walmart charges 6-15% referral fees (generally lower than Amazon) with no monthly subscription. Faster growing marketplace with 120M+ monthly visitors.
Amazon
Amazon charges 6-17% referral fees plus optional FBA costs. Dominates with 300M+ active buyers and Prime membership program.
Fee Comparison Table
| Fee Type | Walmart | Amazon | Notes |
|---|---|---|---|
| Referral Fee Range | 6-15% | 6-17% | Walmart is generally 1-2% lower |
| Monthly Subscription | $0 | $0 or $39.99/mo | Both offer free seller tiers |
| Fulfillment | WFS available | FBA available | Comparable managed fulfillment |
| Advertising | Walmart Connect | Amazon PPC | Both have robust ad platforms |
| Competition | Moderate | Very high | Walmart is less competitive |
Key Takeaways
What to Consider
- Platform fees are only part of the equation â factor in fulfillment, shipping, and your time.
- Consider your product type and target audience when choosing the right platform.
- Use our Profit Calculator to estimate exact costs.
ð Overall Winner
Walmart wins on fees for many categories â 6-15% referral vs Amazon's 8-17%. But Amazon's FBA infrastructure and Prime audience give it the edge for fulfillment.
Frequently Asked Questions
Which platform has lower fees?
Walmart generally has lower referral fees (6-15% vs 6-17%), especially for competitive categories.
Is it harder to sell on Walmart than Amazon?
Yes, Walmart has stricter seller approval requirements including US-based business and proven ecommerce track record.
Can I sell on both Walmart and Amazon?
Yes, multi-channel selling is common. Many sellers use both to diversify their marketplace presence.
Bottom Line
Walmart has slightly lower fees but stricter entry requirements.