Amazon vs. Walmart: Key Advertising Differences All Sellers Should Know

Trying to choose between Amazon and Walmart for your ecommerce ad strategy?

You’re not alone.

As retail media expands rapidly, the real question many sellers are asking is this:
Where should I invest to get the highest return—Amazon or Walmart?

Both platforms dominate. But they operate on completely different advertising models.

If you’re serious about scaling your brand, these differences matter.

Whether you’re a solo seller or partnered with an Amazon Marketing Agency, this breakdown will help you make smarter advertising decisions.

Why Comparing Amazon and Walmart Advertising Matters

Sure, both are retail giants. But the way they connect sellers to buyers?

That’s where the similarities end.

• Amazon leads in online product search.
• Walmart has a massive in-store presence, with digital reach catching up.

If you’re looking to grow, you can’t afford to treat both platforms the same.

Let’s explore the key differences every brand should know.

1. Platform Maturity: Amazon Has a Head Start

Amazon Advertising has been refining its system since 2012.

Walmart’s advertising arm, Walmart Connect, is still relatively new.

Here’s what that means for you:

• Amazon offers mature, advanced tools.
• Walmart provides newer tools still in development.

Do you want granular targeting and data-backed campaigns? Amazon has the infrastructure.

Want to enter a platform with less competition and lower costs? Walmart offers opportunity.

What matters more—control or early momentum?

2. Shopper Intent: Amazon Buyers Are Ready to Purchase

Amazon users come to the site with purpose.

They’re not window shopping. They’re searching, selecting, and checking out—fast.

Walmart shoppers, especially online, may still be exploring or comparing in-store options.

What does that mean for your ad strategy?

• On Amazon, ads typically convert faster.
• On Walmart, conversions may take longer or happen offline.

If you’re looking for immediate return, Amazon’s buyer intent is unmatched.

This is where a Full Service Amazon Agency becomes a powerful advantage—optimizing every ad for speed and scale.

3. Audience Targeting: Amazon Offers Greater Precision

Amazon collects data from multiple touchpoints—search history, purchase behavior, Alexa commands, Kindle usage, and more.

This gives advertisers access to:

• Custom audiences
• Behavioral targeting
• Interest-based segmentation
• Advanced programmatic buying through Amazon DSP

Walmart has introduced tools like Walmart Luminate, which are a step forward.

But compared to Amazon, it still lacks depth in precision targeting.

Here’s a quick comparison:

Are you selling premium or niche products? Amazon’s data engine gives you better results.

4. Ad Formats: Amazon Offers More Variety

Amazon has developed a rich suite of ad products.

Options include:

• Sponsored Products
• Sponsored Brands
• Sponsored Display
• Amazon DSP
• OTT video, Fire TV, Twitch ads

Walmart is catching up, offering:

• Sponsored Products
• Search-in-grid placements
• Category page ads
• Sponsored Brands (in beta)

But overall, Amazon provides more ad placements across a wider range of digital environments.

Brands working with a Full Service Amazon Management partner can leverage these to craft campaigns with broader reach and deeper storytelling.

5. Organic Boost: Amazon Ads Influence Rankings

Amazon’s ad ecosystem doesn’t operate in isolation.

Sales from paid ads can improve your organic ranking, giving you compounding returns over time.

That’s because Amazon’s A9 algorithm values sales velocity.
More paid conversions lead to higher visibility in unpaid results.

Walmart’s paid and organic search results are more siloed.

So while you can gain short-term traffic from ads, your long-term SEO gains are limited.

Would you rather keep paying for visibility forever—or build toward sustainable growth?

6. Checkout Experience: Amazon Makes It Easy

Amazon’s “Buy Now” button is one of its most powerful features.

With saved payment options and fast loading times, the buying journey is seamless.

Walmart’s online checkout has improved but still involves multiple steps.

That friction can cost you.

Conversion rates often depend on how quickly customers can complete their purchase.

If your product is in a competitive category, that extra click might lose you the sale.

Every second matters. Every click counts.

7. Ad Support and Partner Ecosystem: Amazon Has More Help Available

Amazon offers a certified partner directory, tools, and agency support to help sellers scale faster.

Whether you need analytics, creatives, or campaign management—Amazon’s network is extensive.

Walmart’s support ecosystem is newer and more limited.

For brands seeking comprehensive growth strategies, a Full Service Amazon Agency can plug in quickly and drive results.

Support equals speed. And speed equals scale.

8. Cost-Per-Click (CPC): Walmart Is Cheaper, But Is It Smarter?

Yes, Walmart ads often come with a lower CPC.

But lower doesn’t always mean better.

• Are you reaching the right audience?
• Are clicks converting?
• Are you tracking offline sales?

Amazon’s CPCs are generally higher. But its precision and performance often lead to better returns.

Would you rather spend $0.30 on a click that doesn’t convert, or $1.30 on one that leads to a $60 order?

Look at the full equation—not just the upfront cost.

9. In-Store Impact: Walmart Has a Physical Advantage

This is where Walmart pulls ahead.

Walmart’s advertising can drive in-store sales. That’s something Amazon can’t replicate.

A customer might see your product online, then buy it in their local store the same day.

This hybrid online-offline influence is powerful for:

• Consumer packaged goods
• Household items
• Grocery products

If your product does well in physical locations, Walmart’s omnichannel reach may be a strong asset.

Just be aware—measuring that offline impact can be difficult without first-party data integration.

10. Brand Control: Amazon Offers More Branding Tools

Amazon lets you build out your presence with:

• Amazon Stores
• A+ Content
• Rich video creatives
• Sponsored Brand campaigns

Walmart’s branding capabilities are more limited. There’s less room to create immersive experiences.

If you’re a DTC brand or building long-term equity, Amazon gives you a platform to look polished, premium, and professional.

Working with a Full Service Amazon Management team can help elevate your visuals, messaging, and conversion rates across the entire funnel.

Which Platform Should You Prioritize?

The answer depends on your goals.

If you want:

• Fast sales
• Granular targeting
• Scalable campaign types
• Organic ranking lift

Amazon is your best bet.

If you want:

• Lower CPCs
• Early mover advantage
• Local retail impact
• Less competition

Walmart may offer untapped potential.

Many successful sellers use both—strategically.

But if your focus is performance, growth, and brand control, Amazon remains the more advanced platform.

Final Thought: Don’t Advertise Blindly

Ecommerce is evolving fast.

Success depends on understanding where your audience is—and how to reach them.

You need more than just ads. You need insights, strategy, and execution.

That’s why brands turn to a proven Amazon Marketing Agency.

With the right partner, you don’t just compete—you dominate.

From campaign setup to scaling across multiple channels, Full Service Amazon Agency support ensures your brand gets the visibility, conversions, and growth it deserves.

Whether you’re choosing Amazon, Walmart, or both, make one thing certain:

Invest with clarity. Scale with confidence.

Because your ad budget isn’t just money—
It’s momentum.