Walmart Advertising Revenue vs Amazon Grows Fast

Walmart advertising revenue vs Amazon highlights that while Amazon still leads in total dollars, Walmart’s faster growth, 4% ad penetration on a $150 billion e-commerce base, and 41% Walmart Connect growth point to mounting ad costs and long-term marketplace expansion.

Walmart advertising revenue is growing more than twice as fast as Amazon’s, even though the dollar gap remains wide. Walmart reached $6.4 billion in ad revenue in 2025, while Amazon generated $68.6 billion.

The headline numbers only tell part of the story. When measured against each company’s e-commerce base, Walmart advertising revenue suggests significant runway and mounting competition that sellers cannot ignore.

Walmart Advertising Revenue vs Amazon Shifts Marketplace Strategy

According to Marketplace Pulse, Walmart advertising revenue vs Amazon grew faster than many expected in 2025, with Walmart reaching $6.4 billion, up 46%, while Amazon ads grew 22% to $68.6 billion. This surge signals a notable shift in e-commerce advertising trends that sellers need to understand.

Measured against each platform’s own e-commerce base, Walmart’s growth looks even more compelling, with $6.4 billion representing about 4% of its $150 billion e-commerce GMV. Amazon’s advertising penetration sits around 8% of its $830 billion GMV, highlighting the different stages of marketplace maturity.

The growth was partially fueled by Walmart’s acquisition of Vizio, which added a new advertising stream mid-year and contributed triple-digit ad growth. Sellers should focus on Walmart ads through Walmart Connect, which grew 41% in Q4, as this platform directly impacts search placement and visibility.

Marketplace GMV on Walmart remains small at roughly $15 billion, or 10% of the total e-commerce base, compared to 69% at Amazon. The rising ad costs and early-stage marketplace indicate that sellers may need guidance from an Amazon agency to strategically adjust budgets and ad placements.

Key Takeaways for Sellers:

Walmart advertising revenue vs Amazon is growing at more than twice Amazon’s rate.
Walmart Connect is now the primary channel for competitive ad visibility.
Vizio’s integration boosts ad growth but will normalize in FY27 comparisons.
Sellers must anticipate rising ad costs as the platform scales.
Early adoption and strategic campaigns on Walmart ads could secure a competitive advantage.

Should Amazon Sellers Consider Walmart Ads

Amazon sellers who rely solely on Amazon ads are facing a highly competitive and mature marketplace. Walmart advertising revenue vs Amazon shows that Walmart ads are growing faster, creating new opportunities for sellers to diversify their ad spend.

Walmart Connect grew 41% in Q4, offering sellers early access to a platform that is still expanding its marketplace footprint. Unlike Amazon advertising, Walmart ads now include off-site placements and AI-powered shopping experiences, giving sellers alternative ways to reach buyers.

The addition of Vizio inventory brings connected TV placements to Walmart ads, which Amazon does not offer. For sellers, this creates a chance to test campaigns on a platform that is less saturated and potentially lower in cost per impression.

Shifting part of ad budgets to Walmart could help Amazon sellers reduce reliance on a single channel. Walmart advertising revenue vs Amazon signals that spreading campaigns across both marketplaces may improve visibility, diversify risk, and capture growth in emerging e-commerce advertising trends.

“Walmart’s global ad business grew 46% to nearly $6.4 billion last year.”
Walmart Connect’s full-funnel ambitions come into focus, with Amazon in its sights

Rising Walmart Advertising Revenue and Its Impact on Sellers

Walmart advertising surged 46% in 2025, reaching $6.4 billion in global revenue, signaling a major shift in e-commerce advertising trends. Sellers on Amazon and Walmart should pay attention, as the rising cost and scale of Walmart ads are changing how visibility is earned across marketplaces.

Walmart Connect, which grew 41% in Q4, is driving most of this growth and giving sellers new ways to compete for placement, as reported by Communicate. The addition of Vizio’s ad inventory creates unique opportunities for campaigns outside traditional search, increasing competition for seller attention and budget.

E-commerce sellers operating on Amazon may find Walmart ads a viable alternative to diversify advertising spend. While Amazon remains the dominant platform, the rapid growth of Walmart advertising means sellers can access less crowded channels and reach new audiences.

Rising Walmart ad costs and expanded ad channels will require a careful strategy for sellers selling on both platforms. Adjusting budgets and testing campaigns across Walmart and Amazon can help maintain visibility while taking advantage of the evolving retail media landscape.