Amazon vs Walmart for brands in the US
The two biggest names look similar on fees. The real differences are who they let in, how they protect a brand, and how far each one reaches.
The short answer
Amazon is usually the better first store: it lists no sales history requirement, accepts a pending trademark, and one account also covers Canada, Mexico and Brazil. Walmart makes a strong second store: there is no monthly fee and shoppers can return at its stores, but it asks for a track record, and its brand tools need a registered US trademark.
| Topic |  |  |
|---|---|---|
| Monthly fee | $39.99 on the Professional plan, or $0.99 per item sold on the Individual plan | None |
| Fee on each sale | Referral fee by category, from 3% to 45%. 15% is the most common rate (our count). Usually a $0.30 minimum | Referral fee by category, from 3% to 20%. 15% is the most common rate (our count). No minimum mentioned |
| Who can apply | A foreign company may not need a US company. No sales history requirement is listed | A US company isn’t required. Open to sellers based in 14 listed countries. Asks for a history of marketplace or e-commerce success |
| What you need to show | ID, business registration, recent proof of address, bank account, chargeable card, tax details | ID, business tax ID, documents for name and address, product codes (GTIN or UPC), and Walmart fulfillment or a US warehouse that handles returns |
| How long checks take | Identity checks usually take three business days or less | Minutes to a few business days. Walmart may ask for more documents |
| Fulfillment | Fulfillment by Amazon stores, packs and ships, and handles customer service and returns. Storage is charged by space used | Walmart Fulfillment Services does the same, with fixed storage fees by size and weight, no stock minimum, items up to 500 lb, and fulfillment fees from $3.45 |
| Returns | Handled by Amazon when you use its fulfillment | Handled by Walmart when you use its fulfillment. Online or at 4,600+ stores |
| Protecting your brand | Brand Registry is free, and accepts a pending or registered trademark from a country with an Amazon store | Brand Portal needs an active US trademark registration. Applicants must be based in one of eight listed places |
| Ads | Sponsored Products for professional sellers. Sponsored Brands needs Brand Registry | Sponsored Products need the item in stock and winning the Buy Box. Sponsored Brands and Videos are for brand owners. Onsite Display is open to authorized resellers |
| Reach beyond the US | One account covers the US, Canada, Mexico and Brazil. Europe, Asia-Pacific and the Middle East need separate accounts | Sign-up offers the US, Canada, Mexico and Chile. Walmart fulfillment can send eligible US stock to Mexico |
Which fits you
Start with Amazon if
- You don’t have a marketplace track record yet
- Your trademark is still pending
- You want to reach Canada, Mexico and Brazil from one account
Start with Walmart if
- You already have strong e-commerce sales
- You have a registered US trademark and stock in the US
- You want no monthly fee, and store returns matter to your shoppers
What may change soon
- Amazon raised fulfillment fees by an average of $0.08 per unit in January 2026 and added a 3.5% fuel and logistics surcharge on fulfillment fees in April 2026. We found no notice of 2027 fees when we checked, but its 2026 notice came in October.
- Walmart has a new-seller savings offer running until January 31, 2027, with conditions.
- Walmart’s home page says 6% to 15%, while its pricing table runs from 3% to 20%. We have used the table.
Sources: Amazon pricing, Amazon registration guide, Amazon, Europe to the US, Fulfillment by Amazon, Amazon 2026 fee update, Amazon fuel surcharge post, Amazon Brand Registry, Amazon Sponsored Products, Amazon Sponsored Brands, Walmart pricing, Walmart, before you start selling, Walmart onboarding, Walmart tax classifications, Walmart new-seller savings, Walmart Fulfillment Services, Walmart Brand Portal, Walmart Sponsored Search, Walmart Onsite Display, Walmart seller registration. Fees and rules change, so please check the current position. General information, not legal or tax advice. Last checked November 2026.
More comparisons
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