How to Sell More Products with Amazon and Walmart Marketplace Marketing

In 2025, online marketplaces have become essential for businesses looking to scale and stay competitive in the digital economy. With more consumers shopping online than ever before, platforms like Amazon and Walmart Marketplace have evolved into powerful sales channels that can instantly put your products in front of millions of potential buyers. For small and mid-sized businesses, these marketplaces offer a ready-made infrastructure, trusted brand recognition, and massive daily traffic — eliminating the need to build an audience from scratch.

However, simply listing your products isn’t enough. Strategic marketplace marketing is the key to standing out in these crowded digital storefronts. With smart optimization, advertising, and data-driven strategies, businesses can increase product visibility, improve rankings in search results, and convert more browsers into loyal customers. Whether you’re launching a new product line or looking to expand your existing eCommerce operations, Amazon and Walmart Marketplace offer huge growth potential — but only if approached with a clear, well-executed marketing plan.

Why Selling on Amazon and Walmart Matters More Than Ever

Amazon and Walmart continue to dominate the eCommerce space, making them two of the most powerful platforms for product visibility and sales in 2025. Amazon attracts over 2.7 billion visits per month, while Walmart Marketplace, growing rapidly, brings in over 500 million visits monthly. These platforms provide businesses with direct access to a massive pool of ready-to-buy customers who trust these sites for fast shipping, competitive pricing, and product variety. Selling on just one platform can limit your reach — but diversifying across both allows you to reduce risk, capture different buyer segments, and boost your long-term growth potential.

While both marketplaces offer huge opportunities, they cater to slightly different types of sellers. Amazon is known for its ease of access but comes with intense competition and seller fees, especially if you're using FBA (Fulfilled by Amazon). Walmart, on the other hand, is more selective during its onboarding process but has lower competition, fewer fees, and rewards sellers with fast fulfillment through Walmart Fulfillment Services (WFS). Amazon suits businesses with high-volume SKUs, strong branding, and aggressive marketing strategies, while Walmart is ideal for sellers who offer competitive pricing, reliable shipping, and want to break into a fast-growing alternative to Amazon. Understanding these distinctions helps sellers tailor their marketplace strategy for maximum profitability.

Amazon Seller Marketing Strategies That Drive Sales

One of the most important strategies for increasing sales on Amazon is optimizing your product listings for both search visibility and conversions. Amazon’s A9 algorithm relies heavily on keywords, so your product titles, bullet points, and descriptions must include relevant terms that shoppers are actually searching for. A strong listing structure includes a keyword-rich title, five clear bullet points that highlight features and benefits, and a compelling product description that answers questions and overcomes objections. High-resolution images and A+ content (for Brand Registered sellers) can further boost engagement and help convert browsers into buyers.

To stand out in a crowded marketplace, you’ll also need to invest in Amazon advertising (PPC). Sponsored Products are the most popular ad type and place your items directly in front of high-intent shoppers. Sponsored Brands can boost brand awareness, while Sponsored Display ads help with retargeting. A well-structured campaign starts with keyword research, includes both manual and automatic campaigns, and allocates budget toward top-performing SKUs. Alongside ads, building trust is essential. Encourage verified reviews by following up with buyers via Amazon’s request-a-review button or through post-purchase email sequences (within Amazon’s terms). Enrolling in Amazon Prime through FBA also increases your product’s visibility and credibility — shoppers trust the Prime badge for fast delivery, which can directly lead to higher conversion rates and better rankings.

Walmart Marketplace Strategy for Businesses

To succeed on Walmart Marketplace, it starts with setting up a high-converting seller account. While Walmart’s approval process is more selective than Amazon’s, it rewards professional, trustworthy sellers with less competition and higher visibility. The onboarding includes submitting business information, tax IDs, and product data for review. Once approved, it's crucial to optimize your product listings with clear titles, rich keywords, professional images, and accurate descriptions. Complete all fields in your catalog, maintain proper inventory levels, and use high-quality images to create a seamless shopping experience that builds trust and boosts conversions.

Marketing your products on Walmart is also essential — and Walmart Sponsored Products is the main ad tool available. Similar to Amazon PPC, it allows you to place your products at the top of search results, but the interface and bidding system are simpler. Campaigns can be run manually or automatically, but targeting and analytics are still evolving compared to Amazon’s platform. In addition to advertising, offering Two-Day Shipping through Walmart Fulfillment Services (WFS) can unlock the coveted Pro Seller Badge, boosting your visibility and rankings in search. Faster shipping leads to better customer satisfaction, more conversions, and stronger placement in Walmart's algorithm, helping you outperform slower competitors in your category.

Common Mistakes Businesses Make (and How to Avoid Them)

One of the most frequent mistakes sellers make on Amazon and Walmart is ignoring keyword research or publishing low-quality listings. Just like Google, these marketplaces have their own search algorithms that depend on keyword relevance to rank products. Without marketplace SEO, your listings won’t appear in front of the right buyers — no matter how great your product is. Many sellers make the mistake of using vague titles, weak bullet points, or generic descriptions. To avoid this, use tools like Helium 10, Jungle Scout, or Walmart’s Listing Quality Dashboard to discover high-volume search terms and optimize your content for visibility and conversions.

Another critical mistake is not tracking analytics or performance metrics. Selling on marketplaces without monitoring your numbers is like flying blind. You need to pay close attention to key metrics such as impressions, click-through rates (CTR), conversion rates, ACoS (advertising cost of sale), and ROI. These data points help you understand what’s working, what’s not, and where to adjust. Run regular A/B tests on pricing, images, and ad campaigns to improve performance over time. By making data-driven decisions, you can fine-tune your strategy, improve profitability, and stay ahead of competitors who are relying on guesswork.

Bonus: Integrate Marketplace Sales with Your Overall Marketing Strategy

To get the most from your Amazon and Walmart sales, it's essential to integrate them into your broader marketing strategy. Start by retargeting your customers across other platforms like email, social media, and SMS. While Amazon and Walmart limit direct customer data, you can still build an email list using inserts in your packaging, loyalty programs, or directing buyers to a branded landing page. Once customers are in your ecosystem, use email campaigns, retargeting ads, and social proof (like reviews and user-generated content) to encourage repeat purchases and build brand loyalty beyond the marketplace.

Another powerful strategy is to drive external traffic from platforms like Facebook Ads, Google Shopping, or even influencer partnerships directly to your Amazon or Walmart listings. This not only increases sales but also boosts your product's ranking within those marketplaces. Amazon and Walmart reward listings that convert well — and external traffic with high engagement can give you a competitive edge. The more activity and conversions your listings get from diverse sources, the more likely the algorithm will prioritize your products in organic search results, giving you long-term visibility and sales momentum.

Conclusion

Selling on Amazon and Walmart Marketplace has become one of the most effective ways for businesses to expand their reach, increase revenue, and connect with millions of ready-to-buy customers. But success doesn’t come from simply listing products — it requires a thoughtful strategy that includes keyword optimization, advertising, performance tracking, and integration with your overall marketing efforts. By avoiding common pitfalls and actively managing your presence on both platforms, you can build brand authority, drive consistent sales, and scale more efficiently.

Whether you're already selling online or just getting started, now is the time to take your marketplace marketing to the next level. Optimizing your Amazon and Walmart presence gives you the competitive edge needed to thrive in today’s e-commerce landscape. Need help boosting your product sales on Amazon or Walmart? Dynamic Marketing Pros can build and manage your full marketplace marketing strategy, so you can focus on growing your brand.