Scaling on Amazon is often the first big step for many ecommerce brands. It’s familiar. It’s large. And it has proven playbooks. But once Amazon success kicks in, many sellers hit a plateau — or even see profit margins thin out — when considering expansion to Walmart. The question isn’t “Which platform is better?” It’s “How can you win — profitably — on both?”
At BrandKyte, we believe in building multi-channel ecosystems, not placing all your bets on one marketplace. Here’s how you can unlock growth by optimizing for both Amazon and Walmart.
1. The Challenge: Amazon Success — Walmart Struggle
Many sellers treat Amazon and Walmart as mutually exclusive. They scale on one and delay or entirely skip the other. But this siloed approach limits your growth potential.
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On Amazon, your strategies often focus on search intent — customers come looking for something very specific, and your job is to be there at the right moment.
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On Walmart, customers are more likely to shop with in-store trust — they trust the Walmart brand, and their purchase mindset is subtly different.
To truly scale, you need to adapt your mindset: don’t pick one channel, build an ecosystem for both.
2. Understanding Platform Differences
Amazon = Search Intent
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Customers arrive via search, ads, or “also bought” suggestions.
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Keywords, relevancy, and conversion optimization are vital.
Walmart = In-Store Trust
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Walmart buyers often trust the brand itself.
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The buying journey can feel more “retail-like,” even though it’s online.
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This trust impacts how you should position your listings, pricing, and creatives.
Fix: Tailor your approach for Walmart. Use Amazon learnings but optimize content, pricing, and imagery with Walmart’s buyer psychology in mind.
3. Walmart SEO: Winning BlueJay (Walmart’s Algorithm)
Walmart’s search algorithm — called BlueJay — rewards relevance, completeness, and conversion potential. Here’s how you can optimize for it:
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Titles: Keep them short and keyword-rich. Use terms that Walmart buyers would likely use — but avoid overly long, keyword-stuffed titles.
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Images: Upload at least 4–6 high-quality images per listing. Show the product from multiple angles, use lifestyle shots, and highlight use cases.
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Content Score: Strive to maintain a content score above 95%. This score reflects how well your listing is filled out (titles, bullets, description, backend keywords). A higher score helps with ranking and conversion.
4. Repurpose Amazon Learnings to Accelerate on Walmart
Your Amazon data is a gold mine. Here’s how to convert that insight into Walmart wins:
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Keyword insights: Use high-performing Amazon keywords (search, PPC) to inform your Walmart listing.
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CTR and conversion data: Look at what’s driving clicks and sales on Amazon — use similar language and creatives for Walmart.
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Review language: Scrape the review text on Amazon for product features and buyer pain points. Use that language in your Walmart bullets and descriptions.
Visualize it: A flowchart showing “Amazon Data → Walmart Listing Sync” makes the process intuitive and repeatable.
5. Unified Advertising Strategy: Parallel Ad Layers
To grow both channels, use a layered ad strategy:
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Discovery: Use Walmart Connect + Amazon Sponsored Ads (broad, brand or category-level) to reach new audiences.
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Scaling: Once you identify high-performing products/keywords, scale with more aggressive bids or increased budget.
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Defense: Protect your market share by bidding on your branded terms, cross-subsidizing, or leveraging external traffic.
Think of it as twin funnels: one for Amazon Ads, one for Walmart Connect — both aligned and reinforcing each other.
6. The Key Insight: Build an Ecosystem, Not a Platform Debate
Instead of asking “Amazon or Walmart?”, shift to “How do I build an ecosystem?” Your growth will be more sustainable and scalable when you:
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Leverage cross-platform data
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Maintain unified brand messaging
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Use layered ad strategies
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Optimize listings channel-wise
In short: don’t pick platforms — build systems.
Ready to expand beyond Amazon? At BrandKyte, we help brands build profitable, multi-channel growth engines — combining human strategy with AI-driven insights.