Overview

Expanding an FBA business onto Walmart’s marketplace creates a fresh sales avenue, but success depends on mastering Walmart’s advertising suite. Sellers accustomed to Amazon’s Pay‑Per‑Click (PPC) model must grasp the different mechanics, targeting options, and reporting structures to allocate spend wisely.

Key Points

• Ad formats available — Walmart currently supports Sponsored Products and Sponsored Brands, whereas Amazon also offers Sponsored Display and video ads, giving Amazon a broader creative toolbox.
• Targeting depth — Amazon provides audience‑based, keyword, and product‑detail‑page targeting; Walmart limits options to keyword and product‑level targeting, reducing granularity.
• Cost‑per‑click trends — Average CPC on Walmart tends to be lower than on Amazon, but Walmart supplies fewer automated bidding utilities to help manage those costs.
• Reporting richness — Amazon delivers searchable search‑term reports and placement‑level metrics in near‑real time; Walmart aggregates data by campaign and requires manual requests for detailed term data.
• Creative constraints — Amazon’s Sponsored Brands let advertisers craft custom headlines and showcase multiple images, while Walmart’s Sponsored Brands restrict headlines to a single line and allow up to three product thumbnails.
• Platform navigation — Walmart Ads are administered through the separate Walmart Connect dashboard, whereas Amazon PPC lives directly inside Seller Central, meaning sellers must learn a new interface.

How the Two Advertising Systems Work

1. Campaign setup —

   • Walmart: Advertisers sign into Walmart Connect, click “Create Campaign,” pick either Sponsored Products or Sponsored Brands, and input a daily budget. For instance, a vendor launching a new silicone baking mat might start a $25‑per‑day Sponsored Products campaign.
   • Amazon: Within Seller Central, users select “Create Campaign,” choose the ad type (e.g., Sponsored Products), and set the same daily budget. The same baking‑mat product could be launched with a $25‑per‑day Amazon campaign.