That assumption is costing them margin, reach, and long-term control.
Walmart Marketplace is booming — and here’s why it matters:
• Rapid growth in online shoppers looking for trusted brands
• Less saturated than Amazon, meaning more organic visibility
• Strong omnichannel advantage (online + in-store pickup)
• Lower competition in many categories
• Increasing investment in Walmart Ads and seller tools
Amazon is still powerful — but diversification is how modern brands scale safely.
The smartest sellers aren’t choosing one marketplace.
They’re building systems that win across Amazon, Walmart, and beyond.
If you’re only optimizing for Amazon, you’re leaving growth on the table.
The future of eCommerce is multi-marketplace strategy.