Amazon USA vs Walmart USA: Which Marketplace Should an Indian Seller Start With?
You have decided to sell in the US. Now comes the first real decision: Amazon or Walmart? Both are massive, both are growing, and Think14 supports Indian sellers on both. But for a seller starting from India they are not equal, and picking the wrong one first can cost you six months and serious money. Here is an honest comparison based on what we have seen across 12 active seller LLCs doing $2.14M in verified GMV.
Start with Amazon USA. Clearer onboarding for foreign sellers, far higher traffic, and FBA handles fulfillment.
Walmart is less crowded but has a manual approval process that screens out sellers with no track record.
Sequence that works: Amazon first → reach $10,000–$15,000/month → then apply to Walmart.
You need first: a US LLC, an EIN, and a US business bank account.
What's in this guide
The numbers at a glance
Both marketplaces are enormous, but they serve different sellers at different stages. This is the comparison that matters when you are deciding where to put your first shipment and your first marketing budget.
| Factor | Amazon USA | Walmart USA |
|---|---|---|
| Active marketplace sellers | 2M+ | 150,000+ |
| Monthly US visitors | 2.4 billion | 410 million |
| Referral fees | 8–15% | 6–15% |
| Monthly seller fee | $39.99/mo | None |
| Approval difficulty | Moderate | High (manual review) |
| Competition level | Very high | Lower |
| Average order value | $25–$45 | $30–$55 |
| Track record needed | No | Preferred |
Amazon USA: the default for a reason
Amazon is where the large majority of Indian sellers start, and there is a clear reason for that. The buyer trust is unmatched, Prime eligibility through FBA dramatically increases conversion rates, and the search volume means even a new listing can get found within weeks.
Selling on Amazon USA from India requires three things: a US LLC, an EIN, and a US business bank account. Once those are in place, you register on Seller Central, complete the tax interview, and you are live. Think14 handles LLC formation, EIN, and marketplace registration as part of the standard 21-day onboarding.
The downside is competition. In most categories you are up against thousands of similar listings, many from Chinese sellers with lower cost structures. Winning on Amazon requires either a differentiated product, a strong private label brand, or a category where Indian manufacturing has a genuine structural advantage.
Categories where Indian sellers consistently outperform on Amazon USA: home textiles (bedsheets, duvet covers, cushion covers), beauty and ayurvedic products, leather goods, handicrafts and décor, and apparel accessories. Think14’s portfolio includes 4 home textile sellers doing $1.08M GMV collectively.
Amazon verdict: works best if your product has clear differentiation, you are in a category where Indian manufacturing is strong, and you are prepared to invest in FBA prep and PPC from day one. Most Indian sellers should start here.
Walmart USA: less competition, harder to get in
Walmart Marketplace is genuinely less crowded than Amazon. Fewer sellers means less Buy Box competition, and Walmart’s customer base tends toward value-conscious buyers who make larger basket purchases.
The barrier is approval. Walmart has a manual application process and actively screens out sellers without a track record. They want an established brand, a US business presence, and ideally some existing sales history. For a brand-new Indian seller with zero US revenue, approval is unlikely and the wait can stretch 4–8 weeks even if you qualify.
Walmart Fulfillment Services (WFS) works similarly to Amazon FBA once you are in. Think14’s Austin, Texas warehouse is WFS-compatible and handles inbound prep for both platforms using the same operation.
Walmart verdict: works best if you already have Amazon sales history, you are in a value-oriented category, and you are looking to diversify after establishing yourself on Amazon first. Do not make it your starting point.
How Amazon FBA from India works
The process Think14 runs for every seller: factory ships to India port, then sea freight (22–30 days) or air (4–7 days) to the USA, inbound to Think14’s Austin, Texas warehouse, quality check and FBA prep within 48 hours (FNSKU labeling, polybagging, kitting), shipped to the Amazon fulfillment center, and live on Amazon with the Prime badge. The same process applies for Walmart WFS once a seller is approved. If you want to estimate the freight leg, our India to USA shipping calculator gives air-vs-sea costs, and we cover the customs side in our customs clearance guide.
Selling on both at once
It is possible, and Think14 supports multi-marketplace operations. But doing both from day one splits your attention, inventory, and budget before you have learned what sells and at what velocity. The sellers in our portfolio who scaled fastest followed a consistent pattern: Amazon first, reach consistent monthly revenue, then expand to Walmart and Newegg. The exception is if you have an existing brand with US recognition, in which case applying to Walmart in parallel makes sense because the approval process takes time anyway.
The honest answer for 2026
Start with Amazon. Get your LLC formed, your first FBA shipment prepped, your first ASIN ranking. Once you are doing consistent sales, even $10,000–$15,000 a month, apply to Walmart. The competitive advantage on Walmart is real, but you need Amazon revenue to unlock it.
For Indian manufacturers specifically, the US market entry path is: Texas LLC, then EIN, then Amazon Seller Central, then first FBA shipment, then consistent revenue, then Walmart application. Think14’s 21-day onboarding is built around this exact sequence. New to the tax side of all this? Read our guide to GST, IRS and US sales tax for Indian sellers.
Ready to start on Amazon? Think14 handles US LLC formation and EIN, FBA prep at our Austin warehouse, and marketplace registration in one 21-day onboarding.
Frequently asked questions
Should an Indian seller start with Amazon USA or Walmart USA?
Start with Amazon USA. It has a clearer onboarding path for foreign sellers, higher buyer traffic, and FBA handles all fulfillment. Once you reach $10,000–$15,000/month in Amazon sales, expand to Walmart.
Can Indian sellers sell on Walmart USA?
Yes. But Walmart has a manual approval process and prefers sellers with an existing sales track record. Most Indian sellers apply after establishing themselves on Amazon first.
What are the fees for Amazon USA vs Walmart USA?
Amazon charges referral fees of 8–15% plus FBA fees and a $39.99/month professional seller plan. Walmart charges referral fees of 6–15% with no monthly subscription fee.
Do I need a US LLC to sell on Amazon USA from India?
Yes. You need a US LLC and EIN to complete Amazon’s tax interview, receive payouts, and register on marketplaces. Think14 forms Texas LLCs for Indian sellers with no SSN required.
What Indian products sell best on Amazon USA?
Home textiles, beauty and ayurvedic products, leather goods, and handicrafts consistently perform well. Think14’s portfolio includes home textile sellers doing over $1M GMV collectively in 2025.