Amazon, eBay, and Walmart dominate the online marketplace, each offering unique opportunities for sellers. With millions of customers and strong brand recognition, these marketplaces can significantly increase your products’ exposure and sales.
While these marketplaces share some similarities, their approach to selling, competition, and marketing strategies vary widely. Success on each platform requires understanding their core philosophies and tailoring your approach accordingly.
Amazon: A Product-Driven Shopping Experience
Amazon prioritizes products over sellers, making the buying experience as seamless as possible. When shoppers search for a specific item—say, a particular model of headphones—they see a single product page featuring all available sellers.
How does this work when multiple merchants are selling the same product?
- All sellers compete on the same listing rather than having individual product pages.
- The seller offering the best price, fulfillment speed, and seller rating wins the "Buy Box"—which means they get the sale if a customer clicks “Add to Cart.”
- Other sellers are listed in smaller links on the same page, making it harder to attract buyers without competitive pricing or strong seller metrics.
This model favors efficiency, low prices, and fast shipping, making it a great option for sellers who can move high volumes of inventory or leverage Fulfillment by Amazon (FBA).
eBay: A Seller-Focused Marketplace
Unlike Amazon, eBay prioritizes the seller, not the product. When a customer searches for those same headphones, they don’t see a single product page—they see a list of individual seller listings.
- Every seller has their own product page, meaning more control over branding, pricing, and descriptions.
- Buyers choose the specific seller rather than automatically purchasing from the lowest-priced option.
- Seller ratings and feedback play a significant role in building trust and driving conversions.
This makes eBay ideal for niche products, refurbished or collectible items, and businesses looking to create more personalized listings. However, it also means more direct competition with other sellers offering the same product.
Walmart: A Hybrid of Amazon and eBay
Walmart Marketplace is growing fast as a third-party marketplace, blending aspects of both Amazon’s product-driven model and eBay’s seller-centric approach.
- Like Amazon, Walmart combines multiple sellers on a single product page.
- Unlike Amazon, there’s no “Buy Box.” Instead, Walmart often selects a default seller based on price, fulfillment speed, and ratings—but customers can easily compare and switch between sellers.
- Walmart Marketplace is more curated than eBay and Amazon, requiring an application and approval process to ensure quality sellers.
This makes Walmart an attractive middle ground for sellers who want the exposure of Amazon without the intense competition for the Buy Box, or those who like eBay’s seller control but want access to Walmart’s massive retail audience.
Built on modern infrastructure, Walmart also provides a more streamlined onboarding process. Unlike older marketplaces, Walmart's platform is free from legacy complexities, making it easier for sellers to manage listings and focus on growth.
With a fast-growing customer base thanks to Walmart+ (its answer to Prime) and a curated seller environment, Walmart offers a unique opportunity for sellers to increase visibility without the traditional 3p marketplace headaches and boost sales without the usually intense competition of other more crowded marketplaces.
Differences in Marketing Strategies on Amazon, eBay, and Walmart
Marketing on Amazon, eBay, and Walmart requires distinct approaches due to their different structures, customer behaviors, and competitive dynamics. Understanding these differences is crucial for sellers aiming to maximize visibility and sales on each marketplace.
Below, we’ll break down third-party seller best practices for each marketplace.
Amazon
Amazon Seller Central
1. Be Prime Eligible
Amazon Prime members often prefer products that offer fast, free shipping. Ensuring your products are Prime eligible can increase their appeal.
Fulfillment by Amazon (FBA): Utilize FBA to have Amazon handle storage, packaging, and shipping, making your products Prime eligible.
Seller-Fulfilled Prime: If managing your own logistics, meet the requirements to offer Prime shipping directly.
Ensuring your products are Prime eligible can boost sales. GoDataFeed's seamless integration with Amazon can help streamline this process.
2. Seek Out Reviews
Customer reviews significantly influence purchasing decisions on Amazon. Building a strong review profile can enhance your product's credibility.
- Follow-up: Send courteous follow-up emails post-purchase to encourage reviews.
- Provide Quality Products: Ensure your products meet or exceed customer expectations to naturally garner positive reviews.
- Avoid Incentivized Reviews: Adhere to Amazon's guidelines prohibiting incentivized reviews to maintain account health.
3. Enhance Product Listings with A+ Content
Amazon's A+ Content allows brand owners to enrich their product detail pages with enhanced images, videos, and detailed descriptions, providing customers with a more engaging shopping experience.
sell.amazon.com
- Brand Story: Share your brand's story to build a connection with customers.
- Comparison Charts: Create comparison charts to highlight the differences between your products, helping customers make informed decisions.
- Enhanced Images and Videos: Use high-quality visuals to showcase product features and benefits effectively.
4. Fulfillment by Amazon (FBA)
Utilizing FBA can enhance your product's visibility and appeal by offering reliable and fast shipping.
- Inventory Management: Keep track of your stock levels to prevent stock outs or overstock situations.
- Cost Analysis: Regularly assess FBA fees to ensure profitability.
- Customer Service: Leverage Amazon's customer service for handling returns and inquiries.
[Learn more in: Amazon Best Sellers Rank Explained: How It Works and How to Climb the Rankings.]
eBay
eBay Seller Center
1. Make Your Listings Stand Out
First impressions matter. That initial glimpse of your listing either makes your customers click to see more or just keep scrolling. Make yours stellar with these listing optimization tactics:
- High-Quality Images: Use clear, high-resolution photos from multiple angles to showcase your product.
- Detailed Descriptions: Provide comprehensive and accurate product information, including specifications, dimensions, and condition.
- Strategic Keywords: Incorporate relevant keywords in your titles and descriptions to improve search visibility.
- High-quality images and detailed descriptions are crucial. Tools offered by GoDataFeed can assist in enhancing your product data to meet eBay's standards.
2. Create a Competitive Pricing Strategy
Pricing plays a key role in attracting buyers. It’s another huge factor in whether they click "Buy now" or move on to the next product.
- Market Research: Analyze similar listings to understand the market.
- Dynamic Pricing: Adjust prices based on demand, competition, and market trends.
- Promotions and Discounts: Offer time-limited deals or bundle discounts to entice buyers.
3. Generate Feedback and Improve Seller Ratings
Positive customer feedback is the gold standard on eBay and will help you to become one of the Top Rated Sellers. Having a high rating increases your trustworthiness, boosting sales.
- Encourage Reviews: Politely request satisfied customers to leave positive feedback.
- Resolve Issues Promptly: Address customer concerns quickly to prevent negative reviews.
- Consistent Quality: Maintain high standards in product quality and customer service.
4. Understand eBay’s Star Rating System
eBay utilizes a star rating system to reflect a seller's reputation based on customer feedback. The color and type of star indicate the number of positive feedback points a seller has accumulated:
- Yellow Star: 10 to 49 points
- Blue Star: 50 to 99 points
- Turquoise Star: 100 to 499 points
- Purple Star: 500 to 999 points
- Red Star: 1,000 to 4,999 points
- Green Star: 5,000 to 9,999 points
- Yellow Shooting Star: 10,000 to 24,999 points
- Turquoise Shooting Star: 25,000 to 49,999 points
- Purple Shooting Star: 50,000 to 99,999 points
- Red Shooting Star: 100,000 to 499,999 points
- Green Shooting Star: 500,000 to 999,999 points
- Silver Shooting Star: 1,000,000 points and above
Achieving higher star ratings enhances your credibility and can lead to increased buyer trust and sales.
ebay.com
Walmart
Walmart Seller Center: Success Hub
Walmart Marketplace is growing rapidly, but it operates differently from Amazon and eBay. To succeed, sellers need strong pricing strategies and fulfillment options.
[Here’s why Walmart should be your next marketplace.]
1. Understand Walmart’s Pricing Model
Walmart favors low prices—its algorithm rewards competitively
- priced items with better placement in search results.
- Price Parity Matters: Walmart may prioritize your listing if you offer the same product cheaper elsewhere (including your own website).
- Automate Price Adjustments: Consider using repricing tools to stay competitive.
2. Become a Walmart Pro Seller
- Walmart selects top-performing sellers for its Pro Seller Badge, which boosts visibility and trust. To qualify:
- Maintain High Customer Satisfaction (low return rates, good reviews).
- Offer Fast, Reliable Shipping (Walmart prioritizes sellers with quick fulfillment).
3. Leverage Walmart Fulfillment Services (WFS)
Similar to Amazon’s FBA, Walmart Fulfillment Services (WFS) lets Walmart store, pack, and ship products for you.
- WFS products get 2-day shipping—which significantly boosts conversions.
- Sellers retain control over branding, unlike Amazon’s more rigid fulfillment rules.
Key Takeaways
- Amazon favors Prime eligibility, Buy Box optimization, and strong product reviews.
- eBay rewards individual seller branding, competitive pricing, and strong feedback ratings.
- Walmart prioritizes low pricing, fulfillment speed, and Pro Seller status.
Mastering the marketing strategies for each marketplace can increase visibility, improve conversions, and drive long-term sales success.
Summing Up
Selling on Amazon, eBay, and Walmart isn’t just about listing products—it’s about understanding how each platform works and adapting your strategy.
- Amazon prioritizes product-driven shopping, where winning the Buy Box is key to success.
- eBay gives sellers more control over their listings, making branding and reputation essential.
- Walmart offers a hybrid approach, where competitive pricing and fulfillment speed determine visibility.
None of these marketplaces is inherently better—it all depends on your goals, product type, and how much control you want over pricing, branding, and fulfillment.
Winning Strategies for Each Marketplace
Sellers who succeed across multiple marketplaces focus on:
- Optimizing product listings to align with each platform’s search algorithms.
- Managing reviews and feedback to build trust and increase conversions.
- Leveraging platform-specific tools like Amazon’s A+ Content, eBay’s Promoted Listings, and Walmart’s Pro Seller Badge.
Whether you’re aiming for Prime eligibility on Amazon, more flexibility on eBay, or visibility on Walmart, the key is to understand each marketplace’s structure and adjust accordingly.
[For a broader perspective on how AI is transforming ecommerce, explore: AI Product Discovery Is Here: Optimizing for Google's Shopping Assistant and Beyond.]
Refine, Test, and Optimize
Take the time to fine-tune your listings, experiment with strategies, and track performance. Small tweaks—like adjusting pricing, improving images, or enhancing descriptions—can lead to significant gains in visibility and conversions.
To stay competitive, consider leveraging tools that help optimize product listings and streamline data management across multiple platforms. This approach allows you to adapt quickly to marketplace changes, refine your strategy, and consistently deliver a great customer experience.
