How to Sell on Walmart Marketplace: A Guide for Amazon Sellers

If you have already built momentum on Amazon, expanding to Walmart can be a smart next move. Learning how to sell on Walmart is not about starting over. It is about taking what you already do well on Amazon and adapting it to a marketplace with different ranking signals, different customer expectations, and a growing stream of ecommerce demand.

In this guide, you will learn how to sell on Walmart Marketplace step by step, what Walmart typically requires to approve sellers, how listings and fulfillment work, and the key differences in Amazon vs Walmart selling so you can plan your expansion with confidence.

Why Sell on Walmart Marketplace?

Walmart's Online Growth

Walmart is not only a retail giant, it is also a major ecommerce destination. Walmart.com attracts a huge base of shoppers who already trust the brand and are often ready to buy. For many sellers, Walmart can become a strong second revenue stream that complements Amazon instead of competing with it.

Another advantage is Walmart's omnichannel ecosystem. Many shoppers use Walmart for convenience, fast delivery, and store connected experiences such as pickup options. When your listings are eligible for fast delivery, it can improve conversion and help you compete more effectively.

Benefits of Diversifying Beyond Amazon

Even top Amazon sellers face platform risk: fee changes, sudden competition, and ranking volatility. Adding Walmart can reduce your dependence on a single channel while increasing total customer reach.

Common reasons Amazon sellers choose Walmart

Potentially less competition in certain categories compared with Amazon
Exposure to a large and loyal customer base
Opportunity to build a multichannel brand presence
More resilience when one platform experiences volatility

A practical mindset is this: keep Amazon as your primary engine, and use Walmart as a growth lever that can stabilize revenue and expand brand visibility.

Requirements to Become a Walmart Seller

Application Process Overview

Walmart Marketplace uses a vetting process. Approval is not automatic, and Walmart typically looks for sellers who can deliver a consistently strong customer experience. While requirements can change over time, many applicants should be ready to provide business details, tax information, and proof of operational readiness.

What you should prepare before you apply

A registered business and business tax information, such as an EIN if you are applying as a US business
Business address and contact details
Catalog details, including product identifiers such as UPC or other standard identifiers where applicable
A clear plan for shipping, returns, and customer service
Evidence of ecommerce experience, which can include your track record on Amazon

If you are unsure about the most current documentation requirements, check the latest guidance inside Walmart Seller Center during the application flow.

What Walmart Looks For

Walmart's goal is simple: deliver a great customer experience at competitive prices. That means Walmart often evaluates sellers based on operational performance and the ability to meet high standards at scale.

Signals Walmart commonly cares about

Fast, reliable shipping and strong on time delivery performance
Competitive pricing and good value for customers
Low cancellation and defect rates
Strong seller ratings or performance history on other platforms
Clear, compliant product content and accurate inventory availability

If you are an Amazon seller with stable account health and consistent fulfillment performance, you already have a strong foundation.

Setting Up Your Walmart Seller Account

Step 1: Apply to Walmart Marketplace

Start by completing the Walmart Marketplace application. You will typically provide your business information, tax details, and an overview of what you plan to sell. Walmart may also ask about your operational capabilities, including shipping speeds and customer support processes.

Helpful preparation tip for Amazon sellers

Use your Amazon data to present a clear story: proven products, stable demand, and reliable fulfillment. In SellerSprite, you can quickly pull keyword and market insights to support smarter product selection and positioning before you expand.

Step 2: Account Registration and Verification

If you are approved, you will complete account registration inside Walmart Seller Center. This usually includes setting up payment details, configuring shipping and returns settings, and confirming business verification steps.

Set expectations early

Define shipping regions and realistic delivery promises
Confirm return policy rules and handling process
Make sure your support process can handle customer messages consistently

Step 3: Navigating Walmart Seller Center

Walmart Seller Center will feel familiar if you use Amazon Seller Central, but the layout and terminology are different. Spend time learning where to manage items, pricing, orders, performance metrics, and support cases.

A good habit is to review performance dashboards regularly. Walmart is performance driven, and small operational issues can affect your ability to win more visibility.

Listing Products on Walmart

Walmart Listing Requirements

Walmart listings follow category specific rules. In general, Walmart expects clean product data, accurate identifiers, and strong images. One important difference for Amazon sellers is that Walmart product descriptions should remain compliant and straightforward, and HTML formatting is typically not allowed in descriptions.

Common listing elements to get right

Accurate product identifiers and attribute fields
Clear titles that focus on the core product and key attributes
High quality images that meet Walmart guidelines
Accurate shipping weight and package details
Clear variation setup when applicable

Key Differences from Amazon SEO

Amazon vs Walmart selling often comes down to ranking signals and conversion expectations. On Amazon, keyword relevance and conversion performance are major drivers. On Walmart, price competitiveness and fast delivery signals tend to carry heavier weight alongside content quality.

How to adapt your Amazon listing mindset to Walmart

Keep titles clean and attribute focused, avoid keyword stuffing
Prioritize price and delivery promise because they strongly influence conversion
Fill out attributes carefully, Walmart uses structured data heavily
Use crisp bullets and descriptions that answer customer questions quickly

SellerSprite can help you bring proven Amazon search demand into your Walmart planning. Use SellerSprite keyword research and reverse ASIN insights to understand how shoppers describe your product on Amazon, then translate the same intent into Walmart friendly titles and attributes without overloading the copy.

Bulk Upload vs CSV and API Options

If you are launching a small number of SKUs, you can list manually inside Seller Center. If you have dozens or hundreds of SKUs, bulk listing methods can save time. Walmart supports bulk workflows through spreadsheet based templates, and larger brands may use API based integrations.

Practical approach

Start with a small set of proven SKUs to validate demand
Standardize your product data so bulk uploads are easier later
Expand carefully once fulfillment and customer service processes are stable

Order Fulfillment and Customer Service

Walmart Fulfillment Services (WFS)

Walmart Fulfillment Services, often called WFS, is Walmart's fulfillment program designed to help sellers offer fast delivery and reliable service. Conceptually it is similar to Amazon FBA: you send inventory to a fulfillment network, and the platform handles picking, packing, shipping, and often customer facing logistics.

For many sellers, WFS can improve delivery speed and conversion, and it can help strengthen your ability to compete for the Buy Box. If you already understand FBA economics, you will recognize the tradeoffs: storage and fulfillment costs in exchange for scalability and speed.

Fulfilling Orders Yourself

You can also fulfill orders yourself. This approach gives you more control over inventory and costs, but you must meet Walmart's delivery standards consistently. That includes accurate tracking, low cancellation rates, and on time shipping.

Inventory planning for multichannel sellers

When you sell on Amazon and Walmart at the same time, inventory discipline becomes critical. Build a simple buffer so you do not oversell during spikes. Use SellerSprite to monitor Amazon demand trends and seasonality so you can allocate stock more confidently across channels.

Customer Service Expectations

Walmart expects responsive customer support and strong seller performance metrics. Stay proactive: respond to customer messages quickly, keep tracking valid, and resolve issues before they become escalations.

Operational habits that protect performance

Review performance metrics at least weekly
Keep templates and policies consistent and easy to follow
Use clear product content to reduce returns and confusion
Track defects and root causes, then fix the process

Tips for Succeeding on Walmart Marketplace

Pricing Competitively

Walmart shoppers expect value. Pricing strategy is a major part of success, and it is one of the biggest differences in Amazon vs Walmart selling. While Amazon often rewards strong brand signals and keyword relevance, Walmart frequently pushes value and convenience to the front of the customer experience.

Pricing practices that work well

Monitor your total landed cost including shipping and fulfillment fees
Avoid sudden price swings that can disrupt conversion
Plan pricing intentionally across channels so you protect margins while staying competitive

Winning the Walmart Buy Box

Walmart also has a Buy Box, and winning it matters. Buy Box eligibility and wins are influenced by your price, delivery promise, inventory availability, and seller performance. Fast and reliable fulfillment often supports Buy Box success, especially when your offer is price competitive.

Buy Box focus checklist

Keep inventory in stock for your top SKUs
Maintain excellent on time shipping and valid tracking
Stay competitive on price without racing to the bottom
Use fulfillment methods that support fast delivery where possible

Advertising on Walmart.com

Walmart offers advertising options such as Sponsored Products. Ads can help you gain early visibility while your organic ranking is still developing. Start simple: focus on a small group of hero SKUs with strong conversion potential, then expand campaigns once you see stable performance.

Ad readiness tip

Advertising amplifies what already works. Make sure your listing content, pricing, and fulfillment promise are strong before you scale spend.

Syncing Processes for Multichannel Sellers

Multichannel growth is exciting, but it can also create complexity. The goal is to build simple systems that prevent overselling and keep customer experience consistent. Even without complicated tooling, you can stay organized by standardizing SKUs, keeping clean product data, and planning inventory with demand signals.

How SellerSprite supports smarter expansion decisions

Use SellerSprite product research to identify which Amazon proven items are best suited for Walmart expansion
Use SellerSprite keyword research to understand customer language and prioritize the most important attributes
Use SellerSprite competitor insights to monitor category pressure and position your offer more strategically

Conclusion: Expanding Your Ecommerce Reach

Amazon and Walmart Work Better Together

You do not have to choose one platform. For many brands, the best strategy is to build on Amazon and expand thoughtfully to Walmart. That combination can create a more stable business, reduce platform dependence, and open the door to new customer segments.

Get Started on Walmart

If you are ready to sell on Walmart Marketplace, start small and execute with discipline. Choose a handful of proven SKUs, set up strong fulfillment and customer service routines, and optimize listings for Walmart's ranking signals. You already have the ecommerce experience. Now you are simply applying it to a new channel.

Next step checklist

Pick 5 to 10 Amazon proven products with stable demand
Prepare your business details and catalog data for the application
Build Walmart compliant listings with clean titles, attributes, and images
Choose a fulfillment strategy that supports fast delivery and reliable tracking
Use SellerSprite insights to keep product selection and positioning data driven

Your Amazon success can be the launchpad. When you approach Walmart with the same focus you used to master Amazon, you give your brand a real chance to grow bigger, stronger, and more resilient.