Blog Details

Market Size & Opportunity

● Amazon: The undisputed giant of e-commerce, with over 300 million active customer accounts worldwide and dominating the U.S. market share. It’s the go-to destination for online shopping, with nearly 60% of U.S. shoppers starting their product searches here.

● Walmart: Although traditionally a retail powerhouse, Walmart’s online presence is growing rapidly. Its marketplace is smaller than Amazon’s but expanding quickly, particularly in the U.S., where it benefits from brand trust and its brick-and-mortar presence.

● Takeaway: Amazon offers scale and global reach, while Walmart offers less competition and access to loyal U.S. shoppers.

Ranking Algorithm: Amazon vs. Walmart

● Amazon (A9/A10 Algorithm): Focuses heavily on sales velocity, CTR, CR, and keyword relevance. The products that sell better get ranked higher, creating a cycle where bestsellers dominate.

● Walmart (Search Algorithm): Prioritizes competitive pricing, stock availability, and seller performance metrics. Walmart emphasizes trust and consistency; listings from reliable sellers with fast fulfillment often rank higher.

● Tips: Amazon rewards performance, Walmart rewards reliability and value.

Advertising & Advertising Options

● Amazon Advertising: Robust ad ecosystem (Sponsored Products, Sponsored Brands, Sponsored Display, DSP). Ads directly boost both paid visibility and organic ranking. Amazon Advertising is essential for launching and scaling products.

● Walmart Connect: Walmart’s advertising platform is newer and less competitive. Ad costs (CPC) are often lower, but targeting is less advanced than Amazon’s. It’s a great option for early movers since fewer sellers are aggressively running ads.

● Takeaway: Amazon ads are more advanced but more expensive. Walmart ads are cheaper but less sophisticated, a great testing ground.

Listing Optimization

● Amazon: Listing success depends on keyword-rich titles, bullet points, A+ Content, images, and reviews. Conversion-focused copywriting is crucial.

● Walmart: Listing guidelines are stricter; overstuffing keywords can hurt visibility. Product attributes, competitive pricing, and clear copy are critical. Unlike Amazon, Walmart limits creative formatting, so clarity and compliance matter most.

Fulfillment Options

● Amazon FBA: Sellers can use FBA to get Prime badge access, which drastically boosts conversion rates. Logistics is a major Amazon advantage.

● Walmart Fulfillment Services (WFS): Walmart has been improving its WFS to compete with FBA, offering 2-day shipping. While smaller than FBA, it’s growing and benefits from Walmart’s nationwide distribution network.

Customer Demographics

● Amazon Shoppers: Tech-savvy, Prime-focused, willing to pay for speed and convenience. They expect variety and are open to trying new brands.

● Walmart Shoppers: Value-driven, price-sensitive, and loyal to Walmart’s brand promise. Many Walmart.com shoppers overlap with in-store customers, giving sellers unique exposure.

What Should Sellers Use?

● Amazon: Best for global expansion, scaling aggressively, and leveraging Advertising to dominate rankings. Ideal for high-growth brands aiming for 7- or 8-figures.

● Walmart: Best for brands that want to diversify, reduce competition, and establish an early presence in a growing marketplace. Strong fit for U.S.-based sellers with competitive pricing.

Final Thoughts

Amazon and Walmart are not rivals for sellers—they are complementary opportunities. Amazon offers scale and mature advertising tools, while Walmart provides a growing, less competitive marketplace with loyal value-driven customers.

At Sell Harbor X, we help brands optimize for both platforms, tailoring strategies to marketplace differences so you’re not leaving revenue on the table. Whether you’re scaling on Amazon or expanding into Walmart, our team knows how to make your products visible and profitable.