Walmart is pushing deeper into retail media.

The latest Walmart Connect retail media update shows how Walmart wants to compete for bigger brand advertising budgets across search, video, in-store, online, Sam’s Club, and offsite media.

For Amazon sellers, this is important because retail media is no longer limited to sponsored ads on one marketplace. A competitor’s Walmart-driven media campaign can still influence Amazon traffic, search demand, and product ranking.

What Is Changing?

Walmart is expanding its commerce media ecosystem with stronger first-party shopper data, full-funnel advertising, and closed-loop measurement.

Its partnership with Google DV360 allows advertisers to use Walmart audience signals for YouTube campaigns and measure impact against Walmart sales.

Sam’s Club is also being positioned more closely within Walmart’s advertising ecosystem through Sam’s Club Connect.

Why This Matters for Amazon Sellers

Amazon brands should not ignore Walmart’s growth.

If your products sell on both Amazon and Walmart, you need to compare performance across both channels clearly. If your competitors sell on Walmart, their Walmart-funded campaigns may still affect shopper behavior on Amazon.

This is why brands need a strong multi-channel view through Multi-Channel Integration.

What Sellers Should Do

First, list shared-UPC SKUs across Amazon and Walmart. These products should be watched closely.

Second, monitor BSR, sessions, conversion rate, and branded search on hero ASINs. A review through Amazon Store Management can help identify early marketplace shifts.

Third, align PPC with changing demand. Amazon Advertising PPC Services can help capture traffic when external media increases search interest.

Fourth, read every test against contribution margin, not only ROAS. A campaign that looks good on revenue may still hurt profit if fees, discounts, and media costs are not controlled.

How Big Internet Ecommerce Helps

Big Internet Ecommerce helps sellers understand how Amazon, Walmart, and external media affect marketplace growth.

Our team reviews SKU profitability, PPC performance, listing conversion, marketplace positioning, and cross-channel opportunities.

The goal is simple: help brands grow across channels without losing control of profit.

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Quick FAQs

What is Walmart Connect retail media?

Walmart Connect is Walmart’s advertising platform that uses Walmart shopper data to help brands reach and measure customers across retail and media channels.

Why should Amazon sellers care about Walmart Connect?

Competitor campaigns on Walmart or YouTube can influence Amazon traffic, branded search, and BSR movement.

What should sellers track first?

Sellers should monitor shared-UPC SKUs, hero ASIN BSR, sessions, conversion rate, PPC performance, and contribution margin.

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Need help building a stronger Amazon and multi-channel strategy?

Schedule a strategy call with our team.

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