Amazon FBA vs Walmart Marketplace: Fees Compared
Compare the fee structures of Amazon FBA and Walmart Marketplace side by side to find which platform gives you better margins.
All calculatorsAmazon FBA vs Walmart Marketplace
Amazon FBA vs Walmart Marketplace: What's Different?
Amazon and Walmart Marketplace are the two largest retail-backed online marketplaces in the U.S., but Walmart is growing fast and offers sellers some meaningful fee advantages. Amazon charges 8-20% referral fees depending on category (15% for most) plus FBA fees plus a $39.99/month subscription. Walmart charges 3-20% referral fees depending on category (15% for most, with several categories now price-banded) with no monthly subscription fee and no setup costs.
Walmart Fulfillment Services (WFS) competes directly with FBA, offering two-day shipping and the Walmart+ badge, similar to Prime. WFS fees are generally comparable to FBA, though Walmart occasionally undercuts Amazon on storage fees, especially during Q4 when Amazon's storage surcharges spike. Walmart also doesn't charge long-term storage fees, which is a significant savings for slow-moving inventory.
The key trade-off is traffic volume. Amazon's marketplace is roughly 10x larger than Walmart's in terms of GMV and third-party seller transactions. Walmart is more selective about which sellers it approves, which means less competition per listing but also fewer eyeballs. Walmart tends to favor sellers with competitive pricing, and its algorithm prioritizes the lowest price more aggressively than Amazon's. This makes Walmart ideal for sellers who can compete on price and want lower fees, while Amazon remains the default for maximum reach.
Compare Fees on the Same Product
Enter your product details once, see how fees compare on both platforms
Enter Product Details (same product, both platforms)
Amazon FBA
Profit
$9.39
31.3% margin
Walmart Marketplace
Lower feesProfit
$13.49
45.0% margin
Walmart Marketplace saves you $4.10 in fees per sale
Estimates are based on item price only. Marketplaces may also apply fees to buyer-paid shipping and tax, and rates vary by category and promotions. Confirm current rates with each marketplace.
Fee Structure Comparison
Which Is Better For...
Best for maximum sales volume
Amazon FBA
Amazon's marketplace is dramatically larger, with more traffic, more Prime members, and more established buyer trust. If your primary goal is maximizing units sold, Amazon's audience size is unmatched. Most sellers on Walmart report lower sales volume compared to their Amazon listings for the same products.
Best for minimizing fees and overhead
Walmart Marketplace
Walmart has no monthly subscription fee and no long-term storage fees. Referral rates are comparable to Amazon's (15% for most categories), so the savings come from the missing subscription, storage, and surcharge costs. For sellers with good margins who want to keep overhead down, Walmart's fee structure is leaner.
Best for price-competitive products
Walmart Marketplace
Walmart's algorithm aggressively rewards the lowest price. If you can offer competitive pricing, Walmart surfaces your listing prominently. Walmart shoppers also tend to be more price-conscious than Amazon shoppers, so value-oriented products perform well on the platform.
Frequently Asked Questions
Yes, Walmart is more selective than Amazon. You need a U.S. Business Tax ID, proven ecommerce experience (usually with an existing Amazon or Shopify store), competitive pricing, and a track record of good customer service. Walmart reviews applications individually and can take 2-4 weeks to approve.
No. Walmart Marketplace has no monthly subscription fee, no setup fee, and no minimum listing requirements. You only pay referral fees when you make a sale. This makes Walmart more accessible for sellers testing new products or operating on thin margins.
WFS offers similar benefits to FBA: two-day shipping, the Walmart+ badge, and hands-off logistics. WFS fees are comparable to FBA for standard-sized items. WFS has the advantage of no long-term storage fees and lower Q4 storage surcharges. However, FBA has more fulfillment centers and faster delivery to more zip codes.
Yes, and many sellers do. However, Walmart's price parity policy requires that your Walmart price is not higher than your price on other marketplaces. If Walmart detects a lower price on Amazon, they may suppress your listing. Keep pricing consistent or use Walmart-specific bundles.
Amazon's advertising platform (PPC, Sponsored Brands, DSP) is far more mature and offers more targeting options. Walmart Connect is growing but has fewer features and less sophisticated reporting. For sellers who rely heavily on paid advertising to drive sales, Amazon's ad ecosystem is significantly more advanced.
More Fee Comparisons
Fees are only one leak. Our guide to ecommerce accounting covers COGS, settlements, and the P&L that shows what you actually keep per sale.
Sell on MultiplePlatforms?
Futureproof automatically tracks fees across Amazon FBA, Walmart Marketplace, and every other marketplace. See unified P&L in one dashboard, part of the AI finance team starting at $1,000/month.
14-day trial · all six agents · starting at $1,000/month