Walmart Marketplace Surpasses $150 Billion: What Amazon Sellers Need to Know in 2026

Walmart Marketplace Surpasses $150 Billion: What Amazon Sellers Need to Know in 2026

Amazon sellers looking for new growth opportunities should pay close attention to Walmart Marketplace. Recent industry reports estimate that Walmart's e-commerce business has surpassed $150 billion in gross merchandise volume (GMV), making it one of the largest online retail ecosystems in North America.

For years, Amazon dominated third-party marketplace selling. Today, however, Walmart Marketplace is emerging as a serious competitor, attracting both established brands and successful Amazon sellers seeking to diversify their revenue streams and reduce platform dependency.

As Walmart continues investing in fulfillment, advertising, artificial intelligence, and seller tools, the platform is becoming increasingly attractive for businesses looking to expand beyond Amazon.

Why Walmart Marketplace Is Growing So Quickly

Walmart's transformation from a traditional retailer into a technology-driven marketplace has accelerated over the past several years. The company has invested billions into its e-commerce infrastructure, fulfillment network, advertising platform, and marketplace seller ecosystem.

Several key factors are driving Walmart Marketplace growth:

• Expansion of Walmart Fulfillment Services (WFS)
• Growth of Walmart Connect advertising
• AI-powered seller tools
• Enhanced product discovery features
• Expanded brand protection programs
• Improved seller onboarding
• Integration with Walmart's physical store network
• Growing consumer trust in Walmart.com

Unlike many online marketplaces, Walmart benefits from combining digital commerce with thousands of physical retail locations across the United States.

What Walmart Marketplace Means for Amazon Sellers

Many Amazon sellers learned a difficult lesson over the past decade: depending on a single marketplace creates significant business risk.

Amazon account suspensions, ASIN removals, intellectual property complaints, product authenticity investigations, and policy violations can significantly impact a seller's revenue overnight.

As a result, more sellers are actively exploring Walmart Marketplace as part of a broader multi-channel strategy.

Diversification does not eliminate marketplace risk, but it can help reduce the impact of disruptions on a single platform.

Walmart Marketplace Is Not Amazon

One of the most common mistakes sellers make is assuming they can simply copy Amazon listings and expect identical results on Walmart Marketplace.

Each platform has its own:

• Listing requirements
• Product standards
• Customer expectations
• Advertising systems
• Compliance procedures
• Performance metrics
• Fulfillment programs
• Seller policies

Successful sellers treat Walmart Marketplace as a separate business channel rather than an extension of Amazon.

Walmart Fulfillment Services Continues Expanding

Walmart Fulfillment Services (WFS) has become one of Walmart's most important seller programs.

Similar to Fulfillment by Amazon (FBA), WFS allows sellers to send inventory into Walmart's fulfillment network while Walmart manages storage, shipping, returns, and customer support.

Benefits of WFS may include:

• Faster delivery times
• Improved customer satisfaction
• Potential ranking advantages
• Reduced operational complexity
• Enhanced buy box competitiveness

While Amazon's logistics network remains larger, Walmart continues expanding its fulfillment capabilities and delivery infrastructure.

Walmart Connect Is Becoming a Major Advertising Platform

Advertising increasingly drives success on modern marketplaces.

Amazon sellers are already familiar with Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP.

Walmart Connect is developing into a powerful retail media platform that allows sellers to promote products directly to Walmart shoppers.

As competition increases, advertising will likely play a larger role in:

• Product visibility
• Sales velocity
• Brand awareness
• Customer acquisition
• Organic ranking

Sellers entering Walmart Marketplace should prepare for advertising expenses and platform-specific optimization strategies.

Compliance Risks Remain Critical

While Walmart Marketplace offers significant opportunities, sellers should not overlook compliance obligations.

Many of the same issues that trigger Amazon account suspensions can also create problems on Walmart Marketplace.

Common risks include:

• Product authenticity complaints
• Trademark infringement allegations
• Copyright disputes
• Patent complaints
• Product safety concerns
• Restricted product violations
• Misleading product claims
• Supply chain documentation deficiencies

Sellers should perform a compliance review before expanding onto any new marketplace.

Intellectual Property Protection Is More Important Than Ever

As brands expand across multiple marketplaces, intellectual property protection becomes increasingly important.

Trademark registration, brand monitoring, and enforcement strategies can help prevent:

• Listing hijackers
• Counterfeit products
• Unauthorized resellers
• Trademark infringement
• Brand dilution
• Consumer confusion

Amazon sellers should consider protecting their brands before scaling onto additional platforms.

The Future of E-Commerce Is Multi-Channel

The days of relying solely on one marketplace may be ending.

As Walmart Marketplace, TikTok Shop, Shopify, and other platforms continue growing, sellers who diversify intelligently may be better positioned to withstand marketplace disruptions and changing consumer behavior.

The most successful e-commerce businesses often operate across multiple channels while maintaining strong compliance systems, supplier documentation, intellectual property protection, and operational controls.

What Amazon Sellers Should Do Before Expanding

Before launching on Walmart Marketplace, sellers should:

1. Review supplier documentation.
2. Verify product authenticity records.
3. Audit intellectual property risks.
4. Evaluate fulfillment strategies.
5. Optimize listings for Walmart shoppers.
6. Establish advertising budgets.
7. Organize compliance documentation.
8. Protect trademarks and brand assets.

Sellers who prepare properly are more likely to benefit from Walmart's rapid marketplace growth.

Final Thoughts

Walmart Marketplace's continued growth demonstrates that the e-commerce landscape is becoming increasingly competitive and increasingly diversified.

While Amazon remains the dominant marketplace, Walmart's expanding fulfillment network, advertising platform, AI tools, and omnichannel ecosystem make it a serious opportunity for sellers seeking growth beyond Amazon.

For many businesses, the question is no longer whether to diversify beyond Amazon—but how quickly they can do so while maintaining compliance and protecting their brands.

Need Help Protecting Your Amazon Business?

AMZ Sellers Attorney® helps Amazon sellers worldwide with:

• Amazon account suspensions
• Amazon ASIN reinstatements
• Amazon listing removals
• Amazon intellectual property complaints
• Amazon trademark disputes
• Amazon copyright complaints
• Amazon patent claims
• Amazon Brand Registry issues
• Restricted product violations
• Product authenticity complaints
• Section 3 suspensions
• Account Health investigations

If your Amazon account has been suspended, your listings have been removed, or you need assistance protecting your e-commerce business, contact AMZ Sellers Attorney® today.

Call (888) 806-2440 or visit https://www.amazonsellers.attorney for a confidential consultation.

Frequently Asked Questions

How large is Walmart Marketplace in 2026?

Industry estimates indicate Walmart's e-commerce business has surpassed $150 billion in gross merchandise volume, making it one of the largest online retail ecosystems in North America.

Can Amazon sellers sell on Walmart Marketplace?

Yes. Approved third-party sellers can list products on Walmart Marketplace and utilize Walmart Fulfillment Services and Walmart Connect advertising.

Is Walmart Marketplace growing?

Yes. Walmart continues investing heavily in e-commerce infrastructure, seller tools, fulfillment services, advertising, and AI-powered marketplace features.

What is Walmart Fulfillment Services?

Walmart Fulfillment Services (WFS) is Walmart's fulfillment program that allows sellers to store inventory within Walmart's logistics network while Walmart manages shipping and customer service.

Can Walmart Marketplace reduce Amazon seller risk?

Diversification can reduce dependence on a single platform, but sellers must still comply with Walmart's policies and marketplace requirements.

Should sellers review compliance before expanding?

Absolutely. Product documentation, supplier records, intellectual property rights, safety certifications, and listing accuracy should be reviewed before launching on any new marketplace.