Launching on Walmart
Launching on Walmart: The Strategic Move for Amazon Sellers
For any Amazon seller operating in the US or Canada, Walmart is no longer just an alternative; it is the most logical next step for true brand security. While Amazon remains the dominant force in e-commerce, Walmart's digital growth has skyrocketed, offering a less saturated environment with a familiar infrastructure. The "Amazon to Walmart" pipeline is well-trodden, but success requires more than just copying and pasting your ASINs.
The Power of WFS
The biggest hurdle for cross-channel sellers has always been logistics. Walmart solved this with Walmart Fulfillment Services (WFS). Much like FBA, WFS allows you to ship your inventory to Walmart’s fulfillment centers, where they handle the picking, packing, shipping, and even customer returns. Utilizing WFS is the fastest way to earn the "Pro Seller" badge and the "2-day delivery" tag, both of which are critical for winning the Buy Box against competitors who ship from their own warehouses.
Navigating the Application Process
Unlike Amazon’s relatively open-door policy, Walmart is a curated marketplace. They don't just want any seller; they want "reputable" sellers. When you apply, you must provide your Amazon Seller Central performance metrics. Walmart looks specifically for a low Order Defect Rate (ODR) and evidence that you are an established brand with authentic GS1-verified UPCs. If your Amazon account has a history of policy violations, your Walmart application will likely be flagged.
Catalog and Pricing Strategy
One trap many Amazon sellers fall into is "Price Parity." Walmart’s algorithms are designed to protect their "Everyday Low Price" reputation. If they find your product listed on Amazon for a lower price than on Walmart.com, they may automatically unpublish your listing. You must ensure your pricing is consistent across all platforms. Furthermore, while Amazon favors keyword-stuffed titles, Walmart’s search engine prefers concise, clear titles that prioritize the brand and product type over a string of search terms.
Advertising: The Low-CPC Frontier
Walmart Connect, the platform's advertising arm, is significantly less mature than Amazon Advertising. This is a massive advantage for you. Because there is less competition for high-volume keywords, the Cost Per Click (CPC) is often 30% to 50% lower than what you are paying on Amazon. By moving early, you can capture top-of-page real estate for your core keywords at a fraction of the cost, building organic rank before the marketplace becomes overcrowded.
Working with Sitruna
Sitruna is a specialist Amazon and multi-channel e-commerce agency staffed by ex-Amazon employees. We help established brands expand to channels like B&Q without disrupting their core Amazon business — handling everything from listing migration and catalog mapping to ongoing account management and performance reporting.
If you're considering expanding your brand beyond Amazon, get in touch with the Sitruna team for a free channel audit: www.sitruna.com
