- Amazon dominates with 38-40% of US ecommerce market share. Amazon's 300+ million active customer accounts, sophisticated advertising platform, and FBA fulfillment network make it the essential first marketplace for any serious brand.
- Walmart represents a blue ocean opportunity with lower competition. Brands selling on Amazon typically see 5-15% of their Amazon revenue on Walmart in year one, with potential to grow to 20-30% over time as competition remains moderate.
- Target Plus is invitation-only with a curated, high-income customer base. Target Plus works best for lifestyle, home, beauty, and wellness brands targeting premium-priced products, but you cannot apply directly and must be invited.
- Master one marketplace before diversifying. The recommended strategy is to optimize on Amazon first, then expand to Walmart, and pursue Target Plus only if invited, rather than spreading resources thin across all three.
The Multichannel Imperative
Amazon vs Walmart vs Target Plus is the marketplace comparison every serious brand needs to understand in 2026. Amazon still commands roughly 38-40% of US ecommerce, but Walmart has been growing aggressively and Target Plus offers a curated, invitation-only experience that appeals to certain brand profiles.
At Marknology, we have helped brands expand across multiple marketplaces. And the biggest lesson from managing over $2 billion in marketplace revenue? Amazon first. Always. Then diversify strategically.
Need expert help with this? Book a free strategy call with our team.
How do Amazon, Walmart, and Target Plus compare?
| Factor | Amazon | Walmart | Target Plus |
|---|---|---|---|
| Market Share | ~38-40% of US ecommerce | ~6-7% and growing | <1% (curated) |
| Seller Access | Open to all | Application-based | Invitation only |
| Monthly Fee | $39.99/month | No monthly fee | No monthly fee |
| Commission | ~15% (varies by category) | ~15% (varies by category) | ~15% (varies by category) |
| Fulfillment | FBA (mature, global) | WFS (growing rapidly) | Target handles fulfillment |
| Advertising | PPC, DSP, AMG (robust) | Sponsored Products (growing) | Limited advertising options |
| Competition Level | Very high | Moderate | Low (curated catalog) |
Why is Amazon still the dominant marketplace for brands?
Amazon is where your brand needs to be. Period. With 300+ million active customer accounts, the most sophisticated advertising platform in ecommerce, and the FBA fulfillment network, nothing comes close. When I hear brands say they want to skip Amazon and go straight to Walmart, I always push back. The tools, the data, the traffic, the ecosystem are unmatched.
"Amazon has benefited from Amazon sellers and marketing agencies like Marknology that have come in and optimized their catalog and launched brands. Amazon's not doing that for all these brands. Amazon's not making these brands successful. It's the sellers and the agencies that are pushing the pace.", Andrew Morgans, Startup Hustle Podcast
What makes Walmart a blue ocean opportunity for sellers?
Walmart's marketplace is where Amazon was around 2014-2015. Less competition, lower CPCs, and a retailer that is investing billions into catching up. Brands selling on Amazon typically see 5-15% of their Amazon revenue on Walmart in year one, with potential to grow to 20-30% over time. Learn more in our Amazon advertising hub.
Ryan King from Blue Rise shared that Walmart PPC at minimum bid of $0.20 on an auto campaign can still land you position one in search for many categories. That kind of efficiency is long gone on Amazon.
Walmart also has a massive physical advantage: nearly 10,000 stores within a 15-minute drive of over 90% of the US population. As their fulfillment integration matures, that network becomes a logistics weapon. Learn more in our FBA strategies and tips.
How does Target Plus differ from other marketplaces?
Target Plus is invitation-only, which makes it both appealing and frustrating. The appeal: a curated marketplace means less competition and a customer base that skews higher income and brand-conscious. The frustration: you cannot just sign up and start selling.
If you get invited, take it seriously. Target's brand alignment tends to work well for lifestyle, home, beauty, and wellness brands. The customer demographics are favorable for premium-priced products.
How do these three marketplaces compare?
| Factor | Amazon | Walmart | Target Plus |
|---|---|---|---|
| Market Share | 38-40% of US ecommerce | 6-7% and growing | Less than 1% (curated) |
| Seller Access | Open to all | Application-based | Invitation only |
| Monthly Fee | 39.99 | None | None |
| Commission | Approximately 15% | Approximately 15% | Approximately 15% |
| Fulfillment | FBA (mature, global) | WFS (growing) | Target handles fulfillment |
| Competition Level | Very high | Moderate | Low (curated catalog) |
| Year One Walmart Revenue vs Amazon | Baseline | 5-15% of Amazon revenue | N/A |
What is the best marketplace strategy for brands?
- Master Amazon first. Get your listings optimized, your PPC dialed in, your reviews built up, and your supply chain running smoothly.
- Expand to Walmart. Use your Amazon playbook as a starting point but localize your strategy. Walmart's algorithm weights things differently.
- Pursue Target Plus if invited. Treat it as a bonus channel, not a primary revenue driver.
- Do not spread thin. A brand doing well on one marketplace will outperform a brand doing mediocre on three.
At Marknology, we help brands build a marketplace strategy that makes sense for their resources and goals. Not every brand should be on every platform. Explore our Amazon consulting services for expert support.
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