Selling on Amazon, Walmart, and Etsy: A Comparative Guide for Online Sellers

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Selling online has never been more accessible—or more competitive. With eCommerce giants like Amazon, Walmart Marketplace, and Etsy offering seller platforms, entrepreneurs and product creators have powerful avenues to reach customers across the globe. But how do you know which is right for you?

1. Amazon: The Giant in the Room

Amazon dominates online retail with millions of shoppers browsing daily. It’s ideal for sellers who want exposure to a massive audience, access to Prime shipping through FBA (Fulfillment by Amazon), and scalability.

Key Benefits:

Huge customer base with built-in trust
FBA handles fulfillment, shipping, and returns
Tools for brand protection and advertising

Best For:

Private label products
Household goods, electronics, books, and high-volume items
Sellers focused on automation and scaling

Costs:

$39.99/month Professional plan (required for FBA and bulk listings)
Referral fees: 6–45%, depending on category
FBA storage and fulfillment fees (based on weight/dimensions)

Setup Overview:

Create a Seller Central account
Choose FBA or FBM (Fulfilled by Merchant)
List your products
Ship inventory to Amazon (for FBA)
Optimize with images, keywords, and A+ content

Tip: Amazon requires a steep learning curve, so investing in product research and advertising tools (e.g., Helium 10, Jungle Scout) is often essential.

2. Walmart Marketplace: The Rising Contender

Walmart Marketplace is a fast-growing competitor to Amazon, leveraging its brand recognition and brick-and-mortar footprint. Sellers benefit from less competition and access to Walmart’s omnichannel presence.

Key Benefits:

Lower fees than Amazon
Trusted U.S. retailer with a growing online segment
Walmart Fulfillment Services (WFS) similar to FBA
Less saturated in many product categories

Best For:

Established sellers with prior eCommerce experience
Brand owners with scalable inventory
Price-competitive consumer products

Costs:

No monthly subscription fee
Referral fees: 6–20%, depending on category
WFS fees for fulfillment (optional)

Setup Overview:

Apply to become a seller (approval takes time)
Integrate inventory via API, partner platform, or manual upload
List products with rich content and competitive pricing
Enable 2-day shipping for higher visibility
Optionally enroll in WFS for hands-off fulfillment

Tip: Walmart has stricter approval requirements—having a strong sales history on other platforms helps.

3. Etsy: The Handmade and Creative Marketplace

Etsy focuses on handmade goods, vintage items, and craft supplies. It’s a great platform for creative entrepreneurs, artists, and makers seeking a niche audience that values originality.

Key Benefits:

Niche audience interested in handmade and unique items
Lower barrier to entry for new sellers
Personal, community-oriented buyer experience
Built-in tools for customization, branding, and marketing

Best For:

Artists, crafters, and handmade product creators
Vintage resellers and printable sellers
DIY kits, gifts, and personalized products

Costs:

$0.20 listing fee per product
6.5% transaction fee on the sale price (including shipping)
Optional Etsy Ads, shipping labels, and promotional tools

Setup Overview:

Create an Etsy shop and complete your profile
Upload product listings with images and descriptions
Set shipping, pricing, and policies
Promote through Etsy Ads or organic marketing
Engage with buyers and collect reviews

Tip: Success on Etsy relies heavily on product photography, storytelling, and SEO-optimized listings.

Side-by-Side Comparison

Feature	Amazon	Walmart Marketplace	Etsy
Target Market	General, mass-market	Budget-conscious U.S. buyers	Handmade, creative shoppers
Seller Approval	Easy (instant with docs)	Requires application	Instant (limited restrictions)
Monthly Fee	$39.99 (Pro Plan)	$0	$0 (listing fees apply)
Referral Fees	6–45%	6–20%	6.5%
Fulfillment Options	FBA or FBM	WFS or seller-fulfilled	Seller-fulfilled only
Advertising Tools	Sponsored Products, DSP	Walmart Sponsored Products	Etsy Ads
Brand Customization	Limited	Moderate	High (storefront branding)
Scalability	High	High	Moderate (niche-based)

Which Platform Should You Choose?

Choose Amazon if:

You want high-volume sales and are ready for scale
You have the budget to invest in ads and inventory
You sell mass-market or branded goods

Choose Walmart Marketplace if:

You already sell online and want a new sales channel
You’re comfortable with price competitiveness
You have experience with logistics or plan to use WFS

Choose Etsy if:

You create or curate unique, handmade, or vintage items
You want control over your branding and buyer interactions
You’re targeting a niche, arts-and-crafts audience

Each platform offers unique advantages and challenges. Whether you’re a handmade artist, a private label brand, or a seasoned eCommerce seller, choosing the right marketplace—or using multiple—can expand your reach and diversify your revenue.

Take time to understand each platform’s policies, fees, and audience. Start with one that aligns with your product type and resources, then expand as you grow.

FAQ: Selling on Amazon, Walmart, and Etsy

1. What’s the main difference between Amazon, Walmart, and Etsy for sellers?

Amazon is a massive eCommerce marketplace ideal for high-volume, mass-market products.
Walmart Marketplace is growing fast, with less competition and a focus on trusted retail goods.
Etsy specializes in handmade, vintage, and creative products with a niche customer base.

2. Which platform is best for beginners?

Etsy is often the easiest for beginners due to its lower entry barrier, creative community, and straightforward listing process. However, Amazon and Walmart offer more scalability if you’re ready for more complex logistics and advertising.

3. Do I need a registered business to sell on these platforms?

Amazon: Not required for individuals, but highly recommended.
Walmart: Yes, you need a U.S. business entity and tax ID.
Etsy: No, you can sell as an individual or hobbyist, but registering a business adds credibility.

4. Which platform has the lowest fees?

Walmart Marketplace typically has the lowest selling fees (6–20%) and no monthly fee.
Etsy has modest listing and transaction fees but can add up with ads and payment processing.
Amazon charges a monthly fee ($39.99 for Pro accounts) plus higher referral and FBA fees.

5. Can I use all three platforms at once?

Yes. Many sellers diversify their sales channels across all three to maximize reach and revenue. Just make sure you can manage inventory and customer service consistently across platforms.

6. Which platform offers the best fulfillment services?

Amazon offers Fulfillment by Amazon (FBA), one of the most advanced logistics systems available.
Walmart has Walmart Fulfillment Services (WFS), a growing alternative.
Etsy does not offer built-in fulfillment; sellers handle packing and shipping themselves or use third-party services.

7. Do I need UPCs or barcodes to list products?

Amazon and Walmart require UPCs or barcodes unless you qualify for a GTIN exemption.
Etsy does not require barcodes for most handmade or vintage items.

8. How competitive is each marketplace?

Amazon is highly competitive with millions of sellers and advanced advertising tools.
Walmart is less saturated but harder to get approved.
Etsy is competitive within niches like jewelry, home décor, and personalized gifts, but allows for greater brand personality.

9. Can I customize my storefront on these platforms?

Amazon: Limited customization unless you’re enrolled in Brand Registry.
Walmart: Moderate control over listings but limited storefront branding.
Etsy: Offers the most branding flexibility with shop banners, profiles, and story sections.