Expanding your business from Amazon to Walmart can be an exciting venture. With Walmart Marketplace gaining momentum, more and more sellers are looking to tap into this vast customer base, eager to grow their brand and increase sales. However, moving from one marketplace to another isn’t without its challenges. While both Amazon and Walmart are e-commerce giants, they have different rules, systems, and algorithms. This means that what works on Amazon may not always work on Walmart. Without a clear understanding of these differences, sellers may encounter a range of issues that could hinder their success.
In this article, we’ll discuss common mistakes that sellers make when expanding from Amazon to Walmart and provide actionable tips on how to avoid these pitfalls. By learning from others’ mistakes, you can better navigate the unique aspects of Walmart Marketplace and set yourself up for success.
1. Misunderstanding Product Identifiers
When selling on Amazon, product listings are organized around ASINs (Amazon Standard Identification Numbers). This system works well within Amazon’s ecosystem but doesn’t transfer easily to Walmart. Walmart uses Universal Product Codes (UPCs), International Article Numbers (EANs), or Global Trade Item Numbers (GTINs) as identifiers. Many sellers assume that the ASIN used on Amazon will work the same way on Walmart, but this is a huge mistake.
If you use the wrong product identifiers or fail to update them when transferring from Amazon to Walmart, you risk having your products listed incorrectly or even flagged for errors. This not only affects the accuracy of your listings but can also hurt your visibility and sales performance on Walmart.
How to Avoid This Mistake:
Ensure that you are using the correct UPCs, EANs, or GTINs when listing products on Walmart. Don’t assume that the ASINs from Amazon will work. Instead, get legitimate product identifiers from a trusted source like GS1 (the global authority for barcodes). A mismatch or error in product IDs can result in your product being miscategorized, which makes it harder for customers to find.
Example:
Let’s say you’re selling a set of premium kitchen knives on Amazon. On Amazon, your product might be linked to an ASIN that perfectly matches your product. However, if you transfer this product to Walmart without updating the UPC to the correct code, your knives might end up in a completely different category, or worse, not show up at all. This leads to lost sales and frustration.
2. Using Non-GS1 UPC Codes
One of the most critical factors for success on Walmart is using GS1-certified UPC codes. Walmart requires that all sellers use official UPCs, and any non-GS1 UPC codes are rejected. Many sellers purchase cheaper or non-standard UPCs, either from third-party suppliers or from overseas sources, believing that they’ll work fine. Unfortunately, Walmart’s system will detect these invalid codes and either prevent your product from being listed or cause it to be flagged for removal.
How to Avoid This Mistake:
Always use GS1-certified UPC codes. They are the gold standard and are accepted by Walmart, ensuring that your listings remain compliant with their standards. If your supplier doesn’t provide GS1 UPCs, invest in them directly from GS1 to avoid delays or issues with your product listings.
Example:
Imagine you decide to save money by purchasing UPC codes from an online source that offers cheaper alternatives. While they may seem to work on Amazon, when you try listing your product on Walmart, it gets flagged as invalid because the UPC doesn’t meet Walmart’s strict standards. This results in your product being removed, losing valuable sales opportunities.
3. Choosing the Wrong Product Category
Walmart’s product taxonomy is different from Amazon’s, which means that products need to be categorized differently when listed. Many sellers make the mistake of simply copying their Amazon listings and assuming that the categories will translate seamlessly to Walmart. In reality, a product that fits into a specific category on Amazon might need to be placed in a completely different category on Walmart to optimize visibility and improve the customer shopping experience.
How to Avoid This Mistake:
Before listing your product on Walmart, familiarize yourself with their product category structure. Walmart provides a comprehensive guide to its taxonomy that will help you understand where to list your products. Alternatively, you can use tools like Zentail to automate the process and make sure your products are categorized correctly across multiple platforms.
Example:
If you sell home improvement tools on Amazon, you might list them under “Tools & Home Improvement.” On Walmart, however, the correct category might be “Hardware” or “Outdoor Equipment.” Listing your tools in the wrong category can severely limit visibility, making it harder for customers to find your products through search filters.
4. Not Optimizing Listings for Walmart’s Search Algorithm
One of the biggest mistakes sellers make when transitioning from Amazon to Walmart is assuming that the same tactics for optimizing listings will work across both platforms. While Amazon’s algorithm takes into account various factors like reviews, sales history, and product performance, Walmart’s algorithm places a much greater emphasis on exact matches of keywords in product titles, descriptions, and bullet points.
How to Avoid This Mistake:
Pay close attention to keyword optimization. Unlike Amazon, Walmart’s search engine is less sophisticated and requires more straightforward, keyword-focused titles and descriptions. Make sure to include exact match keywords in your titles, use bullet points to highlight key features, and optimize product descriptions for both clarity and keyword relevance.
Example:
Let’s say you sell wireless Bluetooth headphones. On Amazon, your title might read “Premium Bluetooth Headphones with Noise Cancellation and 40 Hours of Playtime.” On Walmart, the algorithm will prioritize titles that closely match what users are likely searching for, such as “Wireless Bluetooth Headphones — Noise Cancellation — 40 Hour Playtime.” Avoid being overly creative in your titles, as this can reduce your product’s discoverability.
5. Duplicating Content from Amazon
While it’s tempting to simply copy and paste product descriptions, images, and titles from your Amazon listings, this can lead to severe problems on Walmart. Walmart prohibits the duplication of content from other marketplaces, including Amazon, as it violates their rules against copied content. This mistake can not only get your listings suppressed, but it can also result in account penalties or suspension.
How to Avoid This Mistake:
Create unique and tailored content for your Walmart listings. This means writing new product descriptions, crafting new titles, and uploading high-quality images that meet Walmart’s guidelines. By creating fresh content, you not only avoid penalties but also improve your chances of ranking higher in Walmart’s search results.
Example:
You might have a great product listing on Amazon with a catchy description and perfect images. But when you simply copy and paste that content to Walmart, you risk violating their content rules. Walmart could suppress your listings, leading to a delay in sales while you work to resolve the issue.
6. Ignoring Walmart’s Image Guidelines
Walmart is very particular about product images. If your product images do not meet their strict guidelines, you may find your listings rejected. On Amazon, you can often get away with using multiple images, lifestyle shots, and additional details like text overlays. However, Walmart has stricter rules about what is and isn’t acceptable.
How to Avoid This Mistake:
Ensure that you follow Walmart’s image guidelines to the letter. This includes uploading high-resolution images, using a white background for the main product image, and ensuring that your images meet Walmart’s specifications regarding size and quality. Additionally, do not include any text or logos in the product images unless they are a part of the actual product.
Example:
A seller tried to upload product images with a colored background and promotional text. Walmart flagged the images, which caused delays in the product being approved and listed. The seller had to go back, remove the background and text, and upload new compliant images, which delayed the launch by several days.
7. Overlooking Shipping and Fulfillment Requirements
Walmart takes shipping and fulfillment seriously. While Amazon offers Fulfillment by Amazon (FBA), Walmart’s equivalent is Walmart Fulfillment Services (WFS). Many sellers who are accustomed to Amazon’s FBA program might make the mistake of thinking they can fulfill orders themselves. This can cause issues with shipping delays, poor customer experience, and poor seller ratings.
How to Avoid This Mistake:
Opt into Walmart’s fulfillment services (WFS) if possible. Walmart prioritizes sellers who use their fulfillment services, and using them can help ensure timely delivery and maintain customer satisfaction. Additionally, stay on top of your inventory levels to prevent stockouts, and always make sure to offer fast and reliable shipping options.
Example:
A seller using Amazon FBA tried to fulfill orders themselves on Walmart and faced shipping delays, leading to negative reviews and a loss of credibility on the platform. After switching to Walmart Fulfillment Services, their shipping times improved, and their product visibility increased.
8. Not Using Walmart’s Advertising Tools
Walmart offers several tools to help sellers increase their product visibility, such as Sponsored Products. Ignoring these tools or not using them effectively can be a huge mistake, especially when you are first launching on the platform. Without proper exposure, your products may never gain the traction they need to succeed.
How to Avoid This Mistake:
Utilize Walmart’s advertising tools like Sponsored Products and Sponsored Brands to get your products in front of more potential buyers. These paid ads can significantly increase your product’s visibility and drive more traffic to your listings, helping you compete with other sellers.
Example:
A seller launched their product on Walmart and didn’t use any advertising tools. Their product was buried in the search results, and despite being well-priced, it wasn’t getting the exposure it needed. After implementing Sponsored Products ads, their visibility and sales skyrocketed.
9. Underestimating the Power of Customer Reviews
Reviews are crucial on Walmart, just as they are on Amazon. But while Amazon’s algorithm heavily prioritizes reviews in search rankings, Walmart’s search algorithm is slightly different. Still, a lack of reviews can make it harder for customers to trust your product, especially when launching a new product.
How to Avoid This Mistake:
Encourage your customers to leave reviews. Send follow-up emails asking for feedback and offer incentives like discounts for future purchases to build up your reviews. Make sure to respond to both positive and negative reviews to show that you care about customer satisfaction.
Example:
A seller launched a new product on Walmart but received very few reviews in the first few months. As a result, their product didn’t rank well, and customers were hesitant to buy. Once they encouraged customers to leave reviews, their product started to gain more visibility and trust, leading to an increase in sales.
Conclusion
Expanding from Amazon to Walmart can be an incredibly rewarding move, but it’s important to understand the unique challenges of Walmart Marketplace. By avoiding common mistakes such as using incorrect product identifiers, failing to follow image guidelines, and neglecting shipping and fulfillment requirements, you can avoid costly setbacks and position yourself for success.
The key to a smooth transition is being diligent about your product listings, adhering to Walmart’s policies, and utilizing available advertising tools. With the right strategies, you can maximize your exposure, increase sales, and successfully scale your business on Walmart Marketplace.
Expanding from Amazon to Walmart offers great growth potential—but only if backed by data-driven purchasing decisions. By analyzing platform-specific metrics instead of relying on assumptions, you can avoid costly mistakes and align your inventory with real demand. Mr. FlexBot provides the insights you need to adapt quickly, purchase smarter, and succeed across both marketplaces.