Walmart vs Amazon: which channel earns more?
See net profit per unit on each channel side by side, so you know where your next dollar should go.
Run the calculator ↗Amazon
Walmart
Referral percentages are similar on both; the difference is usually fulfillment fees, competition, and Walmart's lower seller fees. Verified June 2026.
A channel decision grounded in money, not gut feel.
This compares net profit per unit on each marketplace after referral and fulfillment fees, so you can see where your next dollar earns the most.
The formula
For each channel, net equals price minus COGS minus inbound minus referral fee minus fulfillment fee minus misc. Referral percentages are similar, often 15%, so the swing usually comes from FBA vs WFS fees and per-item costs.
The factors fees do not show
Amazon has far more traffic but far more competition and a $39.99 monthly fee. Walmart has lower competition, no monthly fee, and a new-seller fee promo, but smaller reach and a stricter approval gate. Many brands win by selling on both. See our full channel comparisons.
Is Walmart cheaper than Amazon?
Referral fees are similar (often 15%), but Walmart has no $39.99 monthly subscription and frequently runs new-seller fee discounts, so per-unit economics can be better, especially at low volume.
Are WFS fees lower than FBA?
They are comparable and depend on size and weight. For some weight bands WFS is cheaper, for others FBA is. This tool lets you enter both fulfillment fees to compare your exact item.
Is Walmart less competitive than Amazon?
Yes. Walmart Marketplace has far fewer sellers than Amazon, so visibility can be easier, though total traffic is lower.
Should I sell on both Amazon and Walmart?
Often yes. If the per-unit profit is similar, adding Walmart is incremental revenue from a less crowded channel. The right answer depends on your category and bandwidth.
Amazon FBA Profit
Net profit per unit after FBA and referral fees.
ACOS Break-Even
The advertising cost of sale that keeps you at breakeven.
LTV:CAC Ratio
Lifetime value against cost to acquire a customer.
Email Revenue Recovery
Revenue you can win back from lifecycle email.
All tools
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Estimates for planning only. Amazon and Walmart fees change at least annually (verified June 2026); confirm current rates before deciding.
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