Amazon vs. Walmart Marketplace Comparison: Which is Better?

When deciding between Amazon vs. Walmart marketplace comparison, sellers must weigh various factors. Both marketplaces offer unique benefits and opportunities, but understanding the key differences can help you make the best decision for your business. This article covers these critical aspects in detail to guide you through the process.

Key Differences Between Amazon and Walmart Marketplace

Amazon and Walmart Marketplace, two of the largest e-commerce platforms in the world, each have unique characteristics that cater to different types of sellers.

Marketplace Reach and Customer Base

Amazon boasts a global marketplace, attracting millions of customers worldwide. It allows sellers to tap into an extensive customer base, with Amazon Prime members often driving a substantial portion of sales due to their loyalty and free shipping benefits.

Walmart, though primarily focused on the US market, leverages its massive physical store presence, giving it a significant advantage in terms of brand trust and customer reach within the United States.

Seller Registration and Onboarding

Amazon offers a straightforward but stringent vetting process for new sellers. The platform demands detailed information regarding business and tax details, product listings, and intends to maintain a high-quality marketplace by keeping out unreliable sellers.

Walmart, on the other hand, has a highly selective process that requires sellers to have an established business, strong sales history, and a diverse product range. This stringent selection ensures that only reputable sellers join the marketplace.

Pricing and Fee Structures

Amazon charges sellers various fees, including a subscription fee for a Professional selling plan, referral fees based on product categories, and fulfillment fees if using Fulfillment by Amazon (FBA).

Walmart does not charge a subscription fee but imposes referral fees based on product categories. While it does not have a direct equivalent to FBA, sellers can leverage Walmart Fulfillment Services (WFS) to handle their logistics.

Pricing and Fee Structures

When comparing Amazon and Walmart Marketplace, understanding the pricing and fee structures is essential for sellers. Both platforms have unique fee models that can significantly impact profitability.

Amazon Marketplace Fees

• Subscription Fees: Amazon charges a monthly subscription fee for Professional sellers, whereas Individual sellers pay per-item fees.
• Referral Fees: Amazon takes a percentage of each sale, which varies by category, typically ranging from 6% to 45%.
• Fulfillment Fees: For sellers using Fulfillment by Amazon (FBA), there are additional fees based on item size, weight, and storage duration.

Walmart Marketplace Fees

• Referral Fees: Walmart also charges a referral fee, usually between 6% to 20%, depending on the product category.
• No Subscription Fees: Unlike Amazon, Walmart does not charge a subscription fee, potentially lowering entry costs for new sellers.
• Shipping Fees: Sellers are responsible for shipping costs unless they opt for Walmart’s fulfillment services, which come with their own fees.

Comparison Insights

Amazon’s fee structure may cater more to high-volume sellers due to its subscription model and comprehensive fulfillment options, whereas Walmart’s no-subscription fee model can be more appealing to new and smaller-scale sellers looking to minimize upfront costs. Carefully evaluating these structures will help determine which platform aligns best with your business model and profitability goals.

Seller Registration and Onboarding

Both Amazon and Walmart have streamlined processes for seller registration and onboarding, but there are key differences that sellers should be aware of.

Amazon Seller Registration

To register as a seller on Amazon, you need to provide basic information like business details, bank account information, and tax information. Amazon offers two types of seller accounts: Individual and Professional. Individual accounts are ideal for those who sell fewer than 40 items a month, while Professional accounts suit those who plan to sell more or use advanced selling tools.

Amazon’s Seller Central is the primary portal for sellers, offering a comprehensive dashboard to manage listings, orders, and customer interactions.

Walmart Seller Registration

Registering on Walmart’s marketplace requires a more stringent application process. Sellers need to provide detailed business information, including product categories, business model, and previous sales history. Once approved, sellers gain access to Walmart’s Seller Center, similar to Amazon’s Seller Central, where they can manage their listings and monitor their sales performance.

Onboarding Process

For both marketplaces, the onboarding process includes setting up product listings, configuring shipping options, and understanding platform-specific policies. Amazon offers detailed guides and a Seller University with video tutorials to assist new sellers. Walmart also provides extensive resources through its Knowledge Base and offers webinars for a smoother onboarding experience.

Overall, Amazon’s registration process is quicker and less stringent compared to Walmart’s, but Walmart may offer less competition due to its stricter vetting process. Choosing between the two largely depends on your business type and long-term sales strategy.

Market Reach and Customer Base

When evaluating Amazon and Walmart marketplaces, the market reach and customer base play crucial roles. Amazon, being a global giant, has a massive international presence, offering sellers access to millions of customers across dozens of countries. Walmart, while primarily based in the U.S., is rapidly expanding its online footprint, particularly after acquiring key e-commerce businesses.

Amazon’s platform leverages its reputation as a trusted retailer to attract a diverse demographic, from tech-savvy millennials to mature shoppers. Its Prime membership, known for fast shipping and exclusive deals, significantly boosts customer loyalty and increase sales potential for sellers.

On the other hand, Walmart’s extensive network of physical stores enhances its online marketplace by providing convenient omnichannel shopping experiences. Walmart customers can choose to pick up online purchases at nearby locations, adding a unique advantage that appeals to local shoppers.

While Amazon boasts a staggering number of active users globally, Walmart’s customer base is steadily growing, driven by competitive pricing and the ability to draw in loyal shoppers from their brick-and-mortar stores. Sellers must consider these dynamics when deciding where to establish or expand their e-commerce operations.

Product Listing and Optimization

Both Amazon and Walmart marketplaces offer tools to optimize your product listings. On Amazon, focus on keyword-rich titles, clear and concise bullet points, and high-quality images. Amazon’s A+ Content feature can enhance your product page with detailed descriptions, comparison charts, and enhanced visuals.

Walmart, on the other hand, encourages effective SEO practices as well, such as using relevant keywords in the product title, description, and key features. Additionally, Walmart emphasizes the importance of competitive pricing and accurate product categorization to ensure visibility and ranking.

Maintaining consistent inventory levels and using structured data like JSON-LD can significantly impact your product’s searchability on both platforms. Implementing customer reviews and ratings also play a crucial role in boosting the product’s visibility and conversion rates.

Each marketplace offers different tools and guidelines for listing optimization, so it’s important to stay updated with their respective best practices to maximize your product’s potential.

Shipping and Fulfillment Options

When it comes to shipping and fulfillment options, both Amazon and Walmart offer robust solutions to meet the needs of their sellers. Understanding the nuances between their services is crucial for optimizing the delivery experience for your customers.

Amazon FBA (Fulfilled by Amazon)

Amazon provides the FBA service, which allows sellers to store their products in Amazon’s fulfillment centers. Amazon handles storage, packaging, shipping, and customer service for these orders. Sellers benefit from Amazon’s extensive logistics network and Prime eligibility, enhancing delivery speed and customer trust.

Walmart Fulfillment Services (WFS)

Walmart’s fulfillment option, known as WFS, works similarly to Amazon FBA. Sellers send their inventory to Walmart fulfillment centers, and Walmart handles the rest—storage, packing, shipping, and customer service. WFS is designed to help sellers improve their delivery performance and meet Walmart’s fast shipping standards.

Inventory Management: Both platforms offer inventory management tools to help sellers maintain optimal stock levels, although Amazon’s tools are often seen as more advanced and integrated with other Amazon services.

Shipping Costs: Shipping costs for FBA can vary based on size, weight, and the type of product, whereas WFS pricing can be more straightforward, though it varies as well based on product dimensions and weight.

Delivery Speed: Amazon’s strong logistics network generally offers faster shipping options, especially for Prime members. Walmart is catching up with its two-day shipping guarantee for most of its items handled through WFS.

Geographical Reach: Amazon has an extensive global shipping network, giving sellers access to a larger international audience. Walmart is primarily focused on the U.S. market, although it is expanding.

Customer Support and Service

Both Amazon and Walmart put significant effort into their customer support and service models. This is crucial, as good customer support can influence buyer satisfaction and loyalty.

Amazon’s Customer Support

Amazon has a robust customer service system, available 24/7. They offer multiple channels for customer support, including email, phone, and live chat. Amazon’s A-to-z Guarantee ensures that customers can get their money back if they are dissatisfied with a purchase, which adds a layer of trust.

Seller support on Amazon is comprehensive, with detailed documentation and dedicated support teams. Amazon Seller Central provides resources to handle customer inquiries, returns, and refunds efficiently.

Walmart’s Customer Support

Walmart also provides strong customer support through various channels such as phone and email. They are known for their customer-centric approach, which includes a competitive return policy.

For sellers, Walmart offers guidance through Seller Center, where vendors can find extensive resources for managing their accounts, handling returns, and addressing customer inquiries. Walmart’s support team is accessible, offering help in compliance with marketplace standards and resolving logistic issues.

Both marketplaces have their pros and cons in terms of customer support and service. Choosing the right platform may depend on specific business needs and customer service priorities.

Advertising and Promotion Tools

Both Amazon and Walmart Marketplace provide various advertising and promotion tools to help sellers increase their product visibility and drive sales. Understanding these tools can significantly impact your success on each platform.

Amazon Advertising Tools

• Sponsored Products: These ads appear within shopping results and on product pages. They are a popular choice for driving traffic and increasing product visibility.
• Sponsored Brands: These ads showcase your brand and product portfolio. They often appear at the top of shopping results and can help improve brand recognition.
• Amazon Stores: This tool allows you to create a dedicated store on Amazon for your brand. It provides a unique URL and can help increase brand engagement.
• Display Ads: These ads can appear on and off Amazon. They target potential customers based on their interests and shopping behavior.
• Video Ads: These can run on Amazon’s website and apps, as well as across the web. They are highly engaging and can help convey your product’s value proposition more effectively.

Walmart Marketplace Advertising Tools

• Search Ads: Similar to Amazon’s Sponsored Products, these ads appear within Walmart’s search results and can dramatically increase product visibility.
• Sponsored Products: These ads are prominently displayed to drive higher visibility and sales for your products.
• Brand Amplifier: This ad type allows your brand to appear at the top of search results, helping to highlight your brand and products to a wider audience.
• Display Ads: Walmart’s display ads can appear on their website and across other digital platforms, targeting customers based on their browsing and purchase behavior.

Both platforms offer robust advertising and promotion tools, but the choice depends on your specific goals, budget, and target audience. Utilizing these tools strategically can greatly enhance your product’s visibility and sales.

Sales Analytics and Reporting

Leveraging Sales Analytics and Reporting in the e-commerce world is essential for growth and efficiency. Both Amazon and Walmart marketplace offer advanced analytics tools, but they differ significantly in the details and accessibility.

For Amazon sellers, the platform provides comprehensive data through its Seller Central Dashboard. This includes real-time insights into sales volume, traffic sources, and conversion rates. The Business Reports section is a treasure trove of sales performance metrics, helping sellers optimize their listings and understand customer behavior.

In contrast, Walmart also offers robust analytics through its Seller Center. Here, sellers can access detailed reports on sales performance, inventory levels, and marketplace trends. The analytics are designed to help sellers make informed decisions about pricing, promotions, and inventory management.

One significant difference is the level of customization available. Amazon’s reporting tools are more granular, allowing for detailed filtering and segmentation. This can help identify specific trends and tailor strategies to individual products or campaigns. On the other hand, Walmart’s analytics, while comprehensive, may not offer the same level of detail, but they are simpler to navigate and easier for new sellers to understand.

Another critical aspect is the ease of integration with external tools. Amazon’s API allows for seamless integration with third-party analytics platforms, providing even more detailed insights and advanced reporting capabilities. Walmart also offers API access, but it might require more technical expertise to set up and manage effectively.

When it comes to data-driven decision making, both platforms provide essential tools, but the choice between them can depend on your specific needs and technical capabilities. If you require highly detailed and customizable reports, Amazon might be the better choice. However, if you prefer a more straightforward and user-friendly experience, Walmart’s analytics could be more suitable for your business.

Return Policies and Procedures

When comparing Amazon’s return policies to Walmart’s return policies, there are some significant differences that sellers must consider. Amazon has a rigorous return policy meant to provide ultimate customer satisfaction. It allows buyers to return most items within 30 days of receipt for a full refund. Certain product categories may have different return windows, such as electronics.

Amazon’s return process is highly automated. Customers can generate return labels directly from their accounts, making it convenient. Sellers are generally encouraged to offer returns for items fulfilled by them to match the standards of those fulfilled by Amazon.

On the other hand, Walmart’s return policy also provides a comprehensive return option for customers. However, the return window can vary greatly depending on the product category. For example, electronics and luxury items usually have shorter return periods compared to everyday goods. Like Amazon, Walmart customers can return items in-store or via mail.

Walmart’s streamlined return system allows customers to utilize their local stores for returns, adding the additional convenience of immediate processing and refunds. For online orders, generating a return label is straightforward but might require customers to visit the local store if they prefer in-person returns.

Additional Considerations for Sellers

Both marketplaces require sellers to be compliant with their respective return processes. For Amazon sellers, failing to provide adequate return options can affect their seller ratings and account health. Walmart expects their sellers to adhere to customer-centric return policies, ensuring high satisfaction rates.

Sellers should align their inventory and order management systems with the return policies to handle returns efficiently. They must also be aware of the potential impact on their revenue due to return shipping costs and restocking fees, and plan accordingly.

Seller Support and Resources

Which Marketplace is the Best for Your Business?

Deciding the best marketplace for your business depends on various factors. Assess your business needs, such as product type, target audience, and support requirements. Both Amazon and Walmart platforms offer distinct benefits and drawbacks, making it crucial to evaluate them based on your business goals.

Amazon provides a larger global reach with millions of active customers, whereas Walmart is known for its loyal customer base and strong in-store presence, attracting local shoppers. This demographic can be essential depending on where your primary market lies.

Consider the fee structures and costs involved. Amazon’s pricing model can be complex, involving various fees, whereas Walmart’s fee structure is more straightforward but also varies based on category and seller performance.

Another critical factor is the seller support and resources available on each platform. Amazon offers extensive support through Amazon Seller Central, while Walmart provides resources like Seller Help and the Walmart University to assist sellers in maximizing their success.

Fulfillment options also play a significant role. Amazon’s FBA (Fulfillment by Amazon) is renowned for efficiency and customer trust, whereas Walmart’s WFS (Walmart Fulfillment Services) is gaining recognition for providing a strong seller support system. Your choice depends on which service aligns better with your logistical capabilities and customer expectations.

By weighing these factors carefully, you can determine which marketplace aligns with your business needs. While Amazon offers extensive reach and tools, Walmart might provide a more tailored audience and simpler onboarding process, making it potentially the best choice for certain businesses.