In 2025, the question isn’t whether your brand should sell on marketplaces—it’s where you should prioritize your time, budget, and resources.
Recent data from YouGov positions Amazon and Walmart as the top two U.S. brands in consumer purchase intent, outpacing not only retail competitors but also leading names in entertainment and consumer packaged goods. Target, while more niche, has carved out a loyal, lifestyle-driven audience through a curated retail experience.
With billions of dollars flowing through these channels, deciding which marketplace to invest in isn’t just a distribution decision. It’s a strategic move that impacts your brand visibility, customer acquisition, and profitability.
Additionally, choosing the right marketplace mix requires more than presence; it demands performance. That’s where a smart, growth-focused marketing strategy comes in.
This year, success on ecommerce platforms is being shaped by a few major trends:
Each of the Big Three marketplaces (Amazon, Walmart and Target) embody these trends in different ways. Here’s how they compare.
Amazon remains the undisputed leader in marketplace ecommerce, offering brands access to unmatched logistics infrastructure and a deeply integrated technology ecosystem.
However, these advantages come at a cost.
Walmart has spent the past few years aggressively evolving from a traditional retailer into a serious ecommerce contender. Its key strength lies in its physical footprint: over 90% of Americans live within 15 minutes of a Walmart store.
However, these benefits come with limitations:
Target has taken a different approach to ecommerce. It's leaning into brand curation, lifestyle alignment, and customer experience rather than trying to directly compete with Amazon or Walmart on scale.
That said, Target’s ecommerce platform is still maturing.
Criteria |
Amazon |
Walmart |
Target |
Fulfillment Support |
FBA |
WFS and FBM |
Self-fulfillment only |
Advertising Capabilities |
Advanced and robust |
Growing, still maturing |
Limited to Target Plus |
Brand Control |
Moderate |
Moderate |
High (for Target Plus) |
Entry Barrier |
Low (open registration) |
Moderate (application required) |
High (invite-only) |
Customer Base |
Prime-centric, wide reach |
Value-focused, Walmart+ members |
Lifestyle-driven, Target Circle™ Card loyalty |
Fees |
High (subscription + referral) |
Low (referral only) |
Moderate (Target Plus terms) |
For many brands, the best approach is a balanced, multi-platform strategy.
A 70/20/10 allocation model is often a good starting point: 70% of marketplace efforts and budget directed toward Amazon (due to its scale and infrastructure), 20% toward Walmart (to access price-driven shoppers and omnichannel benefits), and 10% toward Target (for curated offerings, if invited to Target Plus).
For more niche or resource-constrained brands, a category-based allocation may be more effective. Use Amazon for fast-moving or high-demand Stock Keeping Units (SKUs) with strong margins. Use Walmart to scale lower-cost essentials where volume matters. Use Target to showcase high-touch or premium products that align with lifestyle values.
Hybrid models can also be effective, especially when combining Amazon’s reach with a secondary platform’s unique value. For example, Amazon + Walmart works well for operationally strong brands with diverse price points. Amazon + Target is ideal for premium or D2C brands looking to blend performance with elevated brand presence.
Success in 2025 won't come from simply being listed on Amazon, Walmart, or Target. It will come from strategic alignment between your brand's strengths and each platform's unique infrastructure.
Our Marketplace Services team specializes in helping brands build, optimize, and scale across the leading marketplaces. Let Cart.com develop tailored strategies that drive revenue, reduce operational waste, and elevate your marketplace performance.