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.
The Three Marketplaces Compared
| 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) |
Amazon: Still the Undisputed Champion
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." ā Andrew Morgans, Startup Hustle Podcast
Walmart: The Blue Ocean Opportunity
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.
Ryan King from Blue Rise shared on the Startup Hustle podcast 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.
Target Plus: The Exclusive Play
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.
Recommended Marketplace Strategy
- 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.