Walmart vs Amazon Seller Fees in 2026: Full Comparison
Walmart Marketplace has grown into the most credible second channel for US sellers, and its fee structure is deliberately positioned against Amazon's. Here is the honest 2026 comparison.
Head to head
| Cost | Amazon | Walmart |
|---|---|---|
| Monthly fee | $39.99 (Professional) | $0 |
| Referral fee | 8–15% (15% most) | 8–15% (15% most) |
| Fulfillment | FBA per-unit by size tier | WFS per-unit, comparable rates |
| Payment processing | Included | Included |
| Entry | Open registration | Application / curated |
Where Walmart wins
No subscription, and — the quieter advantage — cheaper advertising. With fewer sellers competing, Walmart Connect CPCs run meaningfully below Amazon PPC for many categories, which shifts the real per-unit economics more than the fee table suggests. WFS fulfillment fees are competitive with FBA and occasionally cheaper for mid-size items.
Where Amazon wins
Volume. Amazon's traffic dwarfs Walmart's for most categories, and FBA's Prime badge converts like nothing else in e-commerce. Amazon's fee stack is the price of the largest customer pool in retail; see the full 2026 FBA fee breakdown for what that stack costs.
The practical answer
For established Amazon sellers, Walmart is close to pure incremental profit: your catalog exists, referral rates match, and there is no new monthly cost. Cross-list your proven winners, use WFS for the Buy Box equivalent, and compare per-unit profit on both — the same product frequently nets more per unit on Walmart at lower volume.