Amazon FBA vs Walmart WFS: Which Marketplace Should You Start With?

Amazon and Walmart are the two biggest online marketplaces in the US, and both let you hand storage and shipping to the marketplace itself: Fulfillment by Amazon (FBA) and Walmart Fulfillment Services (WFS). Choosing between them comes down to your budget, your products and how quickly you want to scale.

How Amazon FBA works

You send inventory to Amazon warehouses. Amazon stores it, ships each order, handles returns and provides customer service. FBA listings qualify for Prime, which usually improves conversion. You pay a monthly selling plan, a referral fee on each sale and fulfilment fees per unit.

How Walmart WFS works

WFS works in a similar way. You ship stock to Walmart fulfilment centers and Walmart delivers to customers, often with two-day shipping badges. Walmart has no monthly subscription for most sellers, but you must be approved as a Marketplace seller before you can list.

Key differences

• Traffic: Amazon has far more shoppers, so popular products can sell faster.
• Competition: Walmart has fewer sellers per listing, which can make it easier to win the Buy Box.
• Approval: Amazon accounts open quickly for most people. Walmart reviews each application and looks for marketplace experience.
• Fees: both charge referral fees by category. Check each marketplace’s current fee pages before you price a product.
• Ads: Amazon PPC is more mature and more competitive. Walmart ads are newer and often cheaper per click.

Which should you start with?

If you have a wholesale budget and want the largest audience, Amazon FBA is usually the first step. If you already sell elsewhere, or want less crowded listings, Walmart is a strong second channel. A common path is to start on Amazon and add Walmart later, often using the same suppliers.

There is no single right answer. The best choice depends on your capital, the categories you can get approved in and your time frame. That is exactly what we review in a free store audit.

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