Eva Answers / Walmart
Can You Sell the Same Product on Amazon and Walmart?
Answered by Hai Mag, Founder & CEO, Eva Commerce, with 20+ years in eCommerce transformation, marketplace optimization, and AI-driven automation.
Last reviewed: October 21, 2026
Short answer: Yes. Walmart Marketplace even asks applicants for a history of marketplace or ecommerce success. The catch is price: both marketplaces compare your offer with prices elsewhere, so a big gap between Amazon, Walmart and other sites can get a Walmart offer unpublished or make an Amazon offer ineligible for the Featured Offer. Keep total prices aligned and adapt each listing to the marketplace instead of copying it.
How each marketplace treats your price elsewhere
| Amazon | Walmart | |
|---|---|---|
| What is compared | Your price plus shipping against recent prices and the Competitive External Price, the lowest recent price at reputable retailers outside Amazon | Your listing price and shipping fee against prices currently or recently offered on Walmart.com or competing websites |
| What can happen | Your offer can become ineligible for the Featured Offer | Egregiously higher offers are unpublished. Substantially higher offers can lose the Add to Cart button |
| How you find out | Pricing Health notifications | Seller Center notifications, the Unpublished Items dashboard, or an item report (reason: Reasonable Price Not Satisfied) |
How to list the same products on both, step by step
- Check Walmart’s seller requirements. Walmart asks for a business tax ID or business license number (SSN not accepted), documents verifying your business name and address, a history of marketplace or ecommerce success, products with GTIN/UPC GS1 Company Prefix numbers, a catalog that follows Walmart’s Prohibited Products Policy, and fulfillment through WFS or a B2C U.S. warehouse with returns capability.
- Set one pricing policy across channels. Compare total price including shipping, not just item price. A deep promotion on one channel can become the reference the other marketplace checks against.
- Adapt the listing, do not copy it. Amazon content does not translate directly to Walmart. Rework titles, attributes and category choices for Walmart search. See the Walmart Marketplace agency guide.
- Bring your social proof. A new Walmart listing starts without reviews, which slows conversion. Eva uses review syndication to transfer reviews from Amazon and Shopify.
- Plan inventory for two channels. Decide how stock is split, or whether Walmart Fulfillment Services fits, so a strong week on one marketplace does not leave the other out of stock.
- Advertise once listings are healthy. Walmart Connect Sponsored Search lets you pay only when shoppers click. Start after price, content and stock are in place.
Exceptions
- Prohibited products. Walmart denies applications if even one catalog item is on its Prohibited Products Policy.
- Shipping fees. Walmart’s Egregious Shipping Cost rule can unpublish an offer or remove Buy Box eligibility when shipping fees are extremely high.
- Wrong price matches. If Walmart matched your item to the wrong external listing, you can submit the URL of a comparable item from the Pricing Insights or Listing Quality dashboard in Seller Center.
Eva runs Walmart as part of marketplace expansion: Walmart SEO and listing structure, category and keyword optimization, Walmart Connect campaign management, review syndication from Amazon and Shopify, content adapted per marketplace, and inventory and fulfillment coordination, so pricing, stock and ads stay aligned with your Amazon business.
Follow-up questions
Will Walmart unpublish my item if it is cheaper on Amazon?
It can. Walmart’s Pricing Rule unpublishes offers priced egregiously higher than prices currently or recently offered for the same item on Walmart.com or a competing website. Smaller gaps can remove the Add to Cart button instead. The reason code is Reasonable Price Not Satisfied.
Do I have to use Walmart Fulfillment Services?
No. Walmart accepts fulfillment through WFS or another B2C U.S. warehouse with returns capability.
Does Walmart charge a monthly seller fee?
No. Walmart says there are no setup or monthly fees for marketplace sellers. You pay a referral fee on each item sold, which varies by category.
Sources
- Walmart Marketplace Learn: Pricing rules
- Walmart Marketplace Learn: Submit an external price match
- Walmart Marketplace: beginner’s guide (qualifications, fees, WFS)
- Amazon Selling Partner API: Product Pricing FAQ (Featured Offer eligibility, Competitive External Price)
- Eva: Marketplace expansion service