Key takeaways: 

1. Amazon dominates ecommerce with over 2 billion monthly visits, while Walmart leverages its physical stores and draws around 100 million online visitors monthly.
2. Amazon FBA is more established, offering global reach and Prime eligibility. Walmart Fulfillment Services (WFS), launched in 2020, is growing quickly.
3. Both services handle storage, order fulfillment, customer service, returns, product listings, and analytics.
4. FBA provides massive reach and Prime shipping but comes with complex fees. WFS has simpler pricing and lower competition but a smaller customer base.
5. The best choice depends on business needs. Many sellers succeed by leveraging both platforms.

In this article, ePlaybooks will compare the pros and cons of selling using Fulfillment by Amazon and Fulfillment by Walmart.

What is Fulfillment by Amazon (FBA)?

FBA is a comprehensive fulfillment service where sellers store products in Amazon's fulfillment centers, and Amazon handles picking, packing, shipping, and customer service.

What is Walmart Fulfillment Services (WFS)?

Walmart Fulfillment Services (WFS) allows sellers to store inventory in Walmart's fulfillment centers, and Walmart handles order processing, packing, and shipping. If you need a reliable partner to navigate the Walmart Marketplace, you can work with experts on ePlaybooks.

WFS vs. FBA: Pros and cons

WFS pros: straightforward pricing, good inventory management, excellent customer support. WFS cons: limited U.S.-only reach, smaller customer base. FBA pros: strong reputation, Prime eligibility, flexibility. FBA cons: complex fee structure, recurring and fluctuating fees.

WFS vs. FBA: Similarities

Effective order fulfillment, customer service support, product listing optimization, and analytics tools.

WFS vs. FBA: Differences

Seller entry requirements, subscription fees, selling fee structures, seller requirements, and reputation/customer base.

Which is best for your business?

Both platforms come with pros and cons. At ePlaybooks, we help sellers evaluate fulfillment options and create tailor-made strategies to grow their Walmart and Amazon businesses.

Frequently Asked Questions

Is Walmart WFS better than Amazon FBA?

Whether Walmart WFS is better than Amazon FBA really depends on your business goals. Amazon FBA has a much larger global network and access to Prime customers, making it the best for international reach. Walmart WFS, on the other hand, is more U.S.-focused but growing steadily. WFS has simpler and sometimes more competitive pricing, which can be more attractive for lower-margin products. On the other hand, Amazon FBA’s fees can eat into profits, but may pay off with higher sales volume. You can also decide to use both to maximize sales and profits. 

Is it better to sell on Walmart or Amazon?

There isn't a one-size-fits-all answer to which is better to sell on. It all depends on various factors including what you sell, your margins, and your business goals. Amazon has a bigger audience, global reach, and higher volume potential especially for trending products. On the other hand, Walmart has a smaller global reach but lower fees and competition. The best choice depends on what your goals are. Many sellers use both Walmart and Amazon to diversify and scale. 

How does Amazon compare to Walmart?

Both Amazon and Walmart are leading online marketplaces with millions of active customers. Amazon is the largest global marketplace in the world with a huge customer base, fast Prime shipping, but high competition and complex fees.

Walmart is a US-focused marketplace with lower competition, lower fees, and growing sales. 

Amazon is a great platform to sell on if you want to expand your business globally. If you want access to establish your brand in the United States or you sell lower-volume products, Walmart may be a great platform for you.  

Who is winning, Walmart or Amazon?

In 2025, Amazon still holds the largest share of the ecommerce market, raking in billions of dollars in revenue annually. However, Walmart is growing rapidly especially in grocery and same-day delivery, thanks to its store-based fulfillment model.

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