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The Difference Between Selling on Amazon and Walmart for a Seller

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With the rise of e-commerce, selling products online has become a lucrative opportunity for many businesses. Two giants in the industry, Amazon and Walmart, have emerged as top choices for sellers. While both platforms offer a wide customer base and potential for profit, there are distinct differences between selling on Amazon and Walmart that sellers must consider before deciding which platform to use.

Understanding the Basics of Selling on Amazon and Walmart

Before diving into the differences, it's important to understand the basic business models of Amazon and Walmart for sellers.

When it comes to selling on Amazon, the e-commerce giant operates as a third-party marketplace where sellers can list their products for customers to purchase. This platform offers sellers a wide reach and access to a massive customer base. Sellers on Amazon have two main options to choose from: Fulfillment by Amazon (FBA) or Fulfillment by Merchant (FBM).

With FBA, sellers can take advantage of Amazon's extensive logistics network. They store their products in Amazon's warehouses, and Amazon handles the packaging, shipping, and customer service. This option provides ease and convenience for sellers, as Amazon takes care of the entire fulfillment process. Additionally, FBA sellers benefit from Amazon Prime eligibility, which can attract more customers due to the fast and reliable shipping options.

On the other hand, FBM allows sellers to fulfill the orders themselves. They handle all aspects of packaging, shipping, and customer service. This option gives sellers more control over the fulfillment process and allows them to customize the packaging and branding. However, it also requires more effort on their part, as they need to manage inventory, shipping logistics, and customer inquiries.

Now, let's explore the business model of Walmart for sellers. While Walmart is primarily known for its brick-and-mortar stores, the retail giant also offers an online marketplace for sellers to reach a broader audience. However, unlike Amazon, Walmart operates its marketplace on an invitation-only basis.

For sellers to list their products on Walmart's marketplace, they must apply and be approved. This selective approach ensures that only trusted sellers with high-quality products can participate in the platform. Once approved, sellers have the opportunity to showcase their products to Walmart's vast customer base.

Similar to Amazon's FBA, Walmart offers its own fulfillment service called Walmart Fulfillment Services (WFS). With WFS, sellers can send their inventory to Walmart's fulfillment centers, and Walmart takes care of storage, packaging, and shipping. This option allows sellers to leverage Walmart's logistics capabilities and benefit from the retail giant's brand reputation.

Alternatively, sellers on Walmart's marketplace also have the option to fulfill orders themselves. This means they are responsible for packaging, shipping, and customer service. While this option requires more hands-on involvement from sellers, it allows for greater control over the fulfillment process and the ability to maintain direct contact with customers.

In conclusion, both Amazon and Walmart offer unique opportunities for sellers to reach a wide customer base. Amazon's third-party marketplace provides options for both FBA and FBM, allowing sellers to choose between convenience and control. On the other hand, Walmart's invitation-only marketplace offers sellers the chance to tap into the retail giant's reputation and utilize Walmart Fulfillment Services or fulfill orders independently.

Analyzing the Seller Fees on Amazon and Walmart

When it comes to selling on Amazon and Walmart, understanding the fees associated with each platform is crucial for sellers. However, it's not just about knowing the fees, but also understanding how they are structured and how they can impact a seller's overall profitability.

Breakdown of Amazon's Seller Fees

Amazon charges sellers various fees, including referral fees, fulfillment fees, and monthly subscription fees (for professional sellers). Referral fees are a percentage of the item price and vary depending on the category. This means that sellers need to be aware of the specific category they are selling in and how it can affect their profit margins.

Fulfillment fees are another aspect of Amazon's fee structure. These fees are charged for sellers who opt for Fulfillment by Amazon (FBA), where Amazon takes care of the storage, packaging, and shipping of the products. However, it's important to note that sellers using this service also pay storage fees. This means that sellers need to carefully consider their inventory management and storage needs to avoid unnecessary costs.

Additionally, professional sellers on Amazon must pay a monthly subscription fee, while individual sellers only pay a fee per sale. This distinction is important for sellers who are just starting out and may not have a high sales volume yet. It's crucial for sellers to carefully calculate these fees to ensure they are factored into their pricing strategy and overall business plan.

Breakdown of Walmart's Seller Fees

Walmart, on the other hand, has a different fee structure compared to Amazon. Walmart charges a referral fee on each item sold, which also varies by category. This means that sellers need to be aware of the specific category they are selling in on Walmart's platform and how it can impact their profit margins.

Similar to Amazon's FBA, Walmart offers a fulfillment service called Walmart Fulfillment Services (WFS). Sellers who opt for WFS also incur storage fees. This is an important consideration for sellers who are looking for a fulfillment solution and need to evaluate the overall costs and benefits of using Walmart's fulfillment service.

However, one notable difference between Amazon and Walmart is that Walmart does not charge a monthly subscription fee for sellers to use their platform. This can be seen as an advantage for sellers who are just starting out or have a lower sales volume. It eliminates the need for a monthly subscription fee, which can be a significant cost for sellers on Amazon.

While Walmart's fee structure may appear simpler compared to Amazon, sellers must consider the potential differences in sales volume and customer base when comparing the overall costs of selling on Amazon versus Walmart. Amazon has a larger customer base and higher sales volume, which can potentially offset the higher fees. On the other hand, Walmart may offer a more cost-effective solution for sellers with lower sales volume or niche products.

In conclusion, understanding the fees associated with selling on Amazon and Walmart is essential for sellers to make informed decisions about their business strategies. By carefully analyzing and comparing the fee structures of these platforms, sellers can determine which one aligns better with their products, target audience, and overall business goals.

The Role of Shipping in Amazon and Walmart Selling

Shipping plays a crucial role in the online selling experience, and both Amazon and Walmart have specific policies and procedures in place to ensure smooth operations.

When it comes to e-commerce giants like Amazon and Walmart, the importance of shipping cannot be overstated. In a world where customers expect fast and reliable delivery, these companies have developed comprehensive shipping strategies to meet and exceed customer expectations.

Shipping Policies and Procedures in Amazon

Amazon, known for its customer-centric approach, has built a reputation for its fast and efficient shipping options. This is made possible by its vast network of fulfillment centers strategically located across the globe. One of the key advantages for sellers using Amazon's FBA (Fulfillment by Amazon) service is the ability to tap into Amazon Prime's two-day shipping guarantee. This feature alone can significantly impact a seller's potential sales, as customers are more likely to choose products that can be delivered quickly.

However, to ensure a seamless integration into Amazon's logistics system, sellers using FBA must adhere to strict guidelines for packaging and labeling. These guidelines are in place to provide a consistent and positive buying experience for customers. By following these guidelines, sellers can ensure that their products are stored, packed, and shipped efficiently, minimizing the chances of any issues arising during the shipping process.

On the other hand, sellers who opt for FBM (Fulfillment by Merchant) have more control over the shipping process. While they are not bound by Amazon's fulfillment centers, they still need to comply with Amazon's shipping policies and meet the expected delivery times. This ensures that customers receive their orders promptly, regardless of whether the seller is using FBA or FBM.

Shipping Policies and Procedures in Walmart

Walmart, a retail giant that has made significant strides in the e-commerce space, has also recognized the importance of efficient shipping. To compete with Amazon Prime, Walmart introduced Walmart Free 2-Day Shipping (WFS). This program allows sellers to offer customers a similar shipping experience, attracting more buyers to their products.

Similar to Amazon, Walmart provides guidelines for shipping and packaging to ensure that products arrive on time and in good condition. Sellers using WFS must adhere to these guidelines to maintain the high standards set by Walmart. By doing so, they can enhance the overall customer experience and build trust with their buyers.

For sellers who fulfill orders themselves on Walmart, they must meet the TwoDay shipping requirement. This means that they are responsible for ensuring timely and accurate shipping updates to buyers. By providing regular updates on the status of their shipments, sellers can keep customers informed and address any concerns promptly, further enhancing the buying experience.

In conclusion, shipping is a critical aspect of online selling for both Amazon and Walmart. By implementing comprehensive shipping policies and procedures, these companies strive to provide a seamless and efficient shipping experience for their customers. Whether it's the fast and reliable two-day shipping offered by Amazon Prime or the competitive Walmart Free 2-Day Shipping program, both companies are committed to meeting and exceeding customer expectations in the realm of e-commerce.

Exploring the Customer Base of Amazon and Walmart

An important factor for sellers to consider is the customer base of each platform and the demographics and buying habits associated with it.

Demographics and Buying Habits of Amazon Customers

Amazon has a massive customer base, attracting a wide range of demographics. The platform appeals to customers looking for convenience, competitive pricing, and extensive product selection. Amazon's customers often prioritize online shopping and take advantage of features like one-click ordering and personalized recommendations.

Additionally, Amazon's Prime membership program brings in loyal customers who enjoy perks such as free shipping, exclusive deals, and access to Prime Video and Music services.

Demographics and Buying Habits of Walmart Customers

Walmart, known for its affordability and everyday low prices, attracts a slightly different demographic. Walmart's customer base consists of value-conscious shoppers who prioritize affordability and accessibility. These customers tend to prefer in-store shopping but also utilize Walmart's online platform for certain purchases, especially for items that are more cost-sensitive.

Understanding the demographics and buying habits of each platform's customer base can help sellers tailor their products, pricing, and marketing strategies accordingly.

Evaluating the Seller Support on Amazon and Walmart

Lastly, the level of support and resources provided to sellers can greatly impact their success on a platform.

Seller Support Services on Amazon

Amazon offers comprehensive seller support services, including seller forums, 24/7 customer service, and various educational resources. These resources help sellers navigate the platform, optimize their listings, and troubleshoot any issues they may encounter. The extensive support network on Amazon can be invaluable, especially for new or inexperienced sellers.

Seller Support Services on Walmart

While Walmart also provides seller support, the level of support may not be as extensive as Amazon's. Sellers on Walmart can access support through email and phone channels, although response times may vary. Walmart also offers resources and guides for sellers to learn the platform's best practices and rules.

It's important for sellers to consider their level of experience and comfort with self-guided learning when evaluating the seller support on Amazon and Walmart.


In conclusion, while both Amazon and Walmart offer immense opportunities for sellers, there are distinct differences to consider.

Amazon provides a larger customer base, faster shipping options through FBA, and a comprehensive support system. On the other hand, Walmart appeals to value-conscious shoppers, offers competitive shipping through WFS, and operates with a simpler fee structure.

Sellers must carefully evaluate their business needs and goals to determine which platform aligns best with their selling strategies and target audience. Ultimately, choosing between Amazon and Walmart is a personal decision that requires thorough research and consideration.

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