Two giants. Two massive opportunities. One big question: where should you launch first?
In 2025, eCommerce sellers have more choice than ever but when it comes to marketplaces, Amazon and Walmart are two of the most powerful options. Both give you instant access to millions of shoppers, advanced fulfillment networks, and credibility that takes years to build on your own. But which one should you focus on first? Let’s break it down.
Why Amazon Might Be Your First Stop
Amazon is the undisputed leader in U.S. eCommerce, with over 300 million active customers and a reputation for fast shipping, wide product selection, and trusted reviews. If your priority is speed to market and maximum visibility, Amazon has the infrastructure to get you there.
The Buy Box feature means that when you win it, your product becomes the default purchase option dramatically boosting sales. With Fulfillment by Amazon (FBA), you can outsource storage, shipping, and customer service entirely, freeing you up to focus on scaling.
However, competition is fierce. You’ll be going head-to-head with thousands of sellers and often with Amazon itself. To win, you’ll need optimized listings, a strong PPC strategy, and a competitive pricing model.
Why Walmart Marketplace Might Be the Smarter Entry
Walmart has been aggressively growing its online marketplace, and while it doesn’t yet match Amazon’s traffic, it has a huge advantage: lower competition. This means it’s easier to rank organically, get visibility, and build brand trust.
Walmart’s customer base tends to be price-conscious and loyal, and the platform’s Two-Day Delivery program is helping it compete with Amazon’s Prime shipping. Walmart also charges no monthly subscription fee for sellers you only pay a referral fee per sale.
The challenge? Walmart’s seller approval process is stricter, and its backend tools are less intuitive than Amazon’s. But for brands who want a less crowded starting point with strong long-term potential, Walmart is becoming a serious contender.
How to Decide: Amazon First, Walmart Later or Vice Versa?
If your product is in a high-demand, high-competition category like electronics, beauty, or fitness, Amazon’s massive audience may make it worth the battle for visibility. If your product is niche, price-competitive, or appeals to Walmart’s core demographic, starting on Walmart could give you faster traction with less ad spend.
Many brands eventually sell on both, using each to reach different segments of the market. The key is to master one first, then expand because trying to launch on both simultaneously without strong operational systems can spread you too thin.
The Comcube Advantage
At The Comcube, we help brands decide not only where to sell first, but how to dominate once they launch. From keyword-rich product listings and PPC campaigns to inventory sync and automated order fulfillment, we turn marketplaces into revenue engines. Whether you start with Amazon, Walmart, or both, we’ll create a strategy that maximizes reach, sales, and scalability.
Leveraging Each Platform’s Unique Audience
Amazon shoppers often value speed, convenience, and a wide product selection making it ideal for impulse buys, trending products, and premium goods. Walmart shoppers, on the other hand, are typically more price-sensitive and brand-loyal, with many preferring value-driven purchases. Understanding these behavioral differences allows you to tailor your pricing, promotions, and product positioning to each marketplace’s audience, boosting conversion rates from day one.
Preparing for a Multi-Marketplace Future
Even if you start with one platform, it’s smart to build your systems with both in mind. Inventory management tools, automated order routing, and centralized analytics make it much easier to expand without operational chaos. Sellers who plan ahead can transition to a multi-marketplace model smoothly, capturing more market share without doubling their workload. The Comcube specializes in setting up this kind of scalable infrastructure, so your first marketplace launch lays the groundwork for all the others to follow.
Final Thoughts
Amazon and Walmart aren’t just marketplaces they’re gateways to massive eCommerce growth. Choosing the right one to start with depends on your product, audience, and long-term goals. With the right strategy and support, either can become a major driver of your revenue.
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