Amazon and Walmart are the two biggest US marketplaces for independent sellers, but they work differently. Here is how they compare on getting in, fees, competition and fulfillment, and how to decide where to sell.
Getting in
Anyone can open an Amazon seller account, though some categories need approval. Walmart reviews every application: US sellers need a business tax ID, and a track record of selling online strengthens your case. Here is how to apply: how to sell on Walmart Marketplace.
Fees
Amazon's Professional plan costs $39.99 a month. Walmart charges no monthly fee and no listing fees. Both take a referral fee on every sale, and 15% is common on both in many categories.
Two details matter. Walmart calculates its referral fee on the total sale price, including shipping you charge. Amazon has a $0.30 minimum referral fee on most items. Full breakdown: Walmart seller fees.
Competition
Amazon has far more third-party sellers, so popular listings attract more competition for the same buyers. Walmart has fewer third-party sellers, so some categories are less crowded. The flip side: Amazon's larger audience means more total demand, while Walmart is often a second channel that adds sales on top of Amazon.
Fulfillment
Both offer warehouse fulfillment: Fulfillment by Amazon and Walmart Fulfillment Services. Both can show fast-delivery promises that help you win the sale, and both charge per-unit and storage fees. Compare them in our WFS vs FBA guide.
Which should you choose?
If you are starting from zero, Amazon is the easier first step: open signup, a huge audience and mature tools. If you already sell on Amazon, Walmart is usually the natural next channel: no monthly fee, less crowded listings in many categories and a similar fee structure.
The strongest position is often both. Start with your best sellers on Walmart, check margins with our Walmart profit calculator, and expand once the numbers hold up.
Ready to sell on both?
CrazyVendor manages orders, inventory and listings for Amazon and Walmart in one place.
See how it works: crazyvendor.ioWe have a business relationship with CrazyVendor.
Questions sellers ask
Is it easier to sell on Walmart or Amazon?
Amazon is easier to join. Walmart is often easier to stand out on, because there are fewer sellers competing for the same listings in many categories.
Can I sell the same products on both?
Yes. Many sellers list the same catalog on both. Keep one shared stock count so a sale on one marketplace updates the other, or you risk overselling. See our multichannel inventory guide.
Sources: Walmart Marketplace and Amazon seller fee pages, checked November 2026. Fees and policies change, so confirm details in each seller account.