If you're an established brand looking to grow your online presence, you've probably wondered: should we focus on Amazon, Walmart, or both? The answer depends on your category, your goals, and your resources — but for most established brands, the answer is both.
Amazon: The Dominant Marketplace
Amazon is the largest e-commerce marketplace in the United States, with over 300 million active customers. For most product categories, Amazon is where the majority of online shopping happens.
**Advantages of Amazon:**
**Challenges of Amazon:**
Walmart: The Growing Alternative
Walmart Marketplace has grown significantly in recent years and now represents a major opportunity for established brands. With lower fees and less competition than Amazon, Walmart can be highly profitable for the right brands.
**Advantages of Walmart:**
**Challenges of Walmart:**
The Right Strategy: Both Channels
For most established brands, the best strategy is to be present on both platforms. Here's why:
1. **Diversification** — relying on a single platform creates risk
2. **Maximum reach** — different customers shop on different platforms
3. **Competitive advantage** — many brands only focus on Amazon, leaving Walmart as an opportunity
The key is to have a strategy tailored to each platform, rather than simply copying your Amazon listings to Walmart.
What This Means for Your Brand
Managing two major marketplace channels effectively requires significant expertise and time. That's why many established brands choose to work with a dedicated partner who specializes in both platforms.
At MontBlack, we manage both Amazon and Walmart for our brand partners — with strategies optimized for each platform's unique requirements and economics.
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