For many brands, Walmart Marketplace is where inventory goes when Amazon stock runs long. Listings are copied across, prices follow Amazon, and advertising is an afterthought. Results follow accordingly. This month we began rebuilding our Walmart US channel on a different premise: it is a second demand channel to grow, with its own customers and its own plan.
Three levers
- Pricing. Prices are set for Walmart's customers and competitive set, from the product's real margin after Walmart fees, fulfilment and advertising.
- Advertising. Sponsored Search campaigns built on Walmart's own search data and structured around customer demand, not imported from Amazon.
- Content. Full listing content to the same standard as Amazon: complete descriptions, key features and images, not just titles.
Walmart's own tools are improving
Walmart Connect has been testing Marty, an AI assistant for advertisers, since early 2026, and in September Walmart introduced personalised Listing Quality recommendations covering pricing, restocking and content. We use these as inputs, alongside our own analysis.
Measured on profit and speed
We judge the channel on profit after Walmart fees and advertising, and on how quickly stock turns. A slightly lower price with efficient advertising that moves inventory faster can be worth more than a higher price that leaves stock sitting in Walmart Fulfillment Services.
Growth within Walmart US
Expansion here means more products on more shelves and a wider set of search terms on Walmart US, built step by step from evidence. For brands we work with, the lesson is simple: a channel grows when it is given a plan of its own.