If you searched for “Walmart Seller Central”, you’re looking for Walmart Seller Center. “Seller Central” is Amazon’s name. Walmart’s portal lives at seller.walmart.com, and it’s where third-party sellers register, list items, manage orders and track performance. Suppliers who sell wholesale to Walmart use a different portal, Supplier Center.
Walmart Marketplace is growing fast. In its August 2026 earnings, Walmart reported more than 50% growth in marketplace net sales. For Amazon brands, the question is usually not whether to look at Walmart but how to get approved and run it without doubling the workload. Here’s how Seller Center works in 2026.
Who Can Get a Walmart Seller Account
Walmart reviews every application. Here is what it asks for:
- A business Tax ID or business license number. A Social Security number is not accepted.
- Documents that verify your business name and address
- A history of marketplace or ecommerce success
- GTINs or UPCs from a GS1 company prefix
- A Marketplace Wallet or a supported third-party payment provider
- A catalog that follows Walmart’s Prohibited Products Policy
- Fulfillment through Walmart Fulfillment Services (WFS) or a US warehouse that can handle returns
International sellers can apply too, with extra documents. A US account can also sell to Canada, Mexico and Chile.
How to Apply and Get Approved
Onboarding has five steps: verify your business and identity, set up payouts, add your market details, set fulfillment and returns, and set up your catalog. Walmart says business verification takes anywhere from a few minutes to two business days, and your account can take up to four hours to finish setting up after you add inventory.
Before you apply, check three things: that you have a business tax ID, that your documents match your registered business name exactly, and that you can show an ecommerce track record. An active Amazon account covers the last one for most brands, so the documents are where to be careful.
A Tour of Walmart Seller Center
| Area | What you do there |
|---|---|
| Catalog | Add and edit items, manage inventory |
| Orders | Ship orders, handle returns, adjustments and disputes |
| Payments | Payouts and financing |
| Pricing | Prices and deals |
| Performance | Account health, response time and ratings |
| Analytics | Search insights and reports |
| Growth | Listing quality, assortment ideas and search engine marketing |
| Advertising | Walmart Connect campaigns |
| Settings | Account, fulfillment and user settings |
There’s also a Walmart Seller app for existing US sellers. It covers item matching, orders, inventory and pricing on the go.
Walmart Seller Fees in 2026
Walmart charges no setup fee and no monthly fee. You pay a referral fee on each sale, calculated on the total sales price including shipping. The default is 15%. Some categories are lower, for example 6% for personal computers and 8% for consumer electronics. Others are tiered by price, such as apparel and jewelry.
New sellers get a break. Under Walmart’s New-Seller Savings, sellers who go live after February 1, 2026 get a discount on referral fees through January 31, 2027:
- 20% off referral fees on the first $50,000 in sales
- 30% off from $50,000 to $500,000
- 40% off above $500,000, up to $72,000 in total savings
The offer also includes up to $2,000 in WFS credits, $500 in Walmart Connect ad credits and up to $1,000 in search engine marketing credits.
Performance Standards and the Pro Seller Badge
Walmart watches a short list of metrics. The published standards include:
- Cancellation rate under 2%
- On-time delivery of 90% or higher
- Valid tracking rate of 99% or higher
- Negative feedback rate of 2% or lower over 60 days
Walmart started enforcing return rate, item-not-received rate and negative feedback rate in April 2026. It hasn’t published thresholds for the first two, so watch them in the Performance tab rather than assuming a number.
The Pro Seller badge is worth planning for. There’s no application or fee. You qualify on performance:
- On-time delivery of 95% or higher and cancellations of 1.5% or lower
- Responsiveness of 95% or higher
- A shipping speed score of 50% or higher, a content quality score of 75% or higher, and a price competitiveness score of 75% or higher
- More than 100 orders in the last 90 days, at least 90 days active, and full policy compliance
Benefits include a 10% referral-fee discount on qualifying listings, search engine marketing credits, access to Flash Deals and faster payouts. Walmart says Pro Sellers saw more than 20% GMV lift and 1.7 times the conversion on average.
WFS or Ship It Yourself
Walmart Fulfillment Services works like FBA. Walmart stores, picks, packs and ships in two days or less, and customers can return items online or at more than 4,600 stores. There’s no monthly fee or inventory minimum, and fulfillment starts at $3.45 for items of one pound or less. Storage is $0.75 per cubic foot per month from January to September, with a surcharge for items stored more than 30 days in October through December.
Walmart says items with the “Fulfilled by Walmart” tag see an average 50% GMV lift. WFS can also fulfill your Amazon, eBay, TikTok Shop and own-site orders. If you already keep stock in FBA, Amazon’s Multi-Channel Fulfillment can ship Walmart orders instead. Walmart only allows that in unbranded boxes.
Listing Items and Protecting Your Brand
You can add items in five ways:
- One at a time
- In bulk with Walmart’s item spreadsheet
- By matching: enter a GTIN to join an existing catalog item
- Through the API
- Through a Solution Provider
To protect your listings, register in Walmart Brand Portal. It requires an active, registered US trademark with a registration number; a pending application doesn’t qualify. That is stricter than Amazon Brand Registry, which accepts pending trademarks.
Walmart Seller Center vs. Amazon Seller Central
| Walmart Seller Center | Amazon Seller Central | |
|---|---|---|
| Getting in | Application and review | Open sign-up |
| Monthly fee | None | $39.99 on the Professional plan |
| Referral fee | 15% default, lower in some categories | Varies by category |
| Fulfillment | WFS, returns at 4,600+ stores | FBA |
| Brand protection | Brand Portal, registered trademark only | Brand Registry, pending trademarks accepted |
| Ads | Walmart Connect | Amazon Ads |
The biggest practical difference is volume and effort. Walmart has fewer sellers, so a well-run listing faces less competition, but content, pricing and inventory have to be managed separately. Our Walmart expansion playbook for Amazon brands covers the order we’d launch in. Amazon’s new multichannel selling tools can also show Walmart orders inside Seller Central.
Walmart Seller Center Questions, Answered
Is Walmart Seller Center the Same as Seller Central?
Yes, in the sense that people use both names. The official name is Walmart Seller Center, at seller.walmart.com. “Seller Central” is Amazon’s portal.
Does Walmart Charge a Monthly Fee?
No. There are no setup or monthly fees. You pay a referral fee per sale, 15% in most categories, plus WFS fees if you use it.
Can I Sell on Walmart With an SSN?
No. Walmart requires a business tax ID or a business license number.
How Long Does Approval Take?
Walmart says business verification takes from a few minutes to two business days. Your account finishes setting up up to four hours after you add inventory.
Do I Need a Trademark to Sell on Walmart?
Not to sell. You do need an active registered US trademark to join Walmart Brand Portal and protect your listings.
If you sell on Amazon and want Walmart to add sales without adding a second team, our Walmart Marketplace management team handles the application, item setup, WFS and Walmart Connect alongside your Amazon plan. Book a strategy call to see whether Walmart fits your catalog.
Sources: Walmart Marketplace, “Seller registration guide” (February 11, 2026), “Getting started in Seller Center”, “Pricing”, “Pro Seller”, “Walmart Fulfillment Services” and “New-Seller Savings” pages; Walmart Marketplace Learn referral fee schedule (March 9, 2026) and performance standards; Walmart, Q2 FY27 earnings release (August 20, 2026). Walmart updates fees and standards regularly, so confirm the current figures in Seller Center.
