Walmart's advertising business grew 46% last year, more than double Amazon's 22% growth rate. For brands already running Amazon PPC through Quartile, and selling on Walmart without a dedicated advertising strategy, this is the signal you have been waiting for.

The data is no longer directional. It is definitive. Walmart is not approaching a tipping point. It has already passed one.

The Numbers That Matter

Walmart generated $6.4 billion in global advertising revenue in 2025, up from $4.4 billion the year prior. Amazon generated $68.6 billion. The dollar gap is still significant, with Amazon roughly 11 times larger in absolute terms. But the growth trajectory tells a different story.

Four years ago, the ratio was 15 to 1. Today it is 11 to 1. And the gap is closing faster each year.

More importantly, when you measure advertising revenue against each platform's ecommerce base, the picture shifts dramatically. Amazon's advertising represents roughly 8% of its estimated $830 billion in GMV. Walmart's $6.4 billion against a $150 billion ecommerce base puts its penetration at approximately 4%. That is a 2 to 1 ratio, not 11 to 1.

Walmart's own CFO put it plainly on the most recent earnings call: they still have "a long ways to go" to match best in class competitors on advertising as a percentage of GMV. In other words, the advertising infrastructure on Walmart is scaling, but the marketplace is not yet saturated.

For sellers, that gap between where Walmart is today and where it is heading represents the window of opportunity.

Why This Matters More for Brands Already on Walmart

If you are already selling on Walmart but not running a dedicated advertising strategy through Quartile, you are experiencing the platform's growth without capturing the upside.

Here’s why the timing matters now:

Walmart's marketplace is still early. Marketplace GMV is estimated at around $15 billion, roughly 10% of Walmart's $150 billion ecommerce base. By comparison, Amazon's marketplace accounts for an estimated 69% of its total GMV. The competitive landscape on Walmart today looks nothing like Amazon's. Fewer advertisers. Lower CPCs. Stronger positioning for every dollar spent.  

Advertising costs are rising, and that trajectory is now established. A recent industry analysis found that Walmart's advertising is growing six times faster than its sales. That means the cost of entry is going up. Brands that establish their advertising presence now will lock in positioning advantages that become exponentially more expensive to acquire later.

Profitability is already proven. In fiscal year 2026, Walmart's U.S. ecommerce operation was profitable in every single quarter, with double digit incremental margins. Advertising revenue, now over a fifth of Walmart's operating income, is the mechanism that made that turn possible. This is not an experiment. It is the core of Walmart's ecommerce business model.

What We Are Seeing Across Our Customer Base

The market data is compelling. But what we see across Quartile's customer base running campaigns on both Amazon and Walmart Connect tells the story even more clearly.

Brands that bring strategic rigor to Walmart Connect, rather than copying their Amazon playbook, are seeing results that consistently outperform expectations. Across our customer base, we have delivered a 41% increase in ROAS, a 38% lift in revenue, and a 33% improvement in conversion rates on Walmart Connect campaigns.

Our customer stories prove it:  

• CleanLogic, an emerging brand, saw nearly 600% growth in sales volume after partnering with Quartile on Walmart Connect, while simultaneously growing ROAS by 52% and reducing CPCs by 33%.

• Best Choice Products, a larger brand, delivered year over year increases in both ad sales and ROAS.

• KarParts, managing an 800K+ SKU catalog, scaled their Walmart Connect advertising with the kind of precision that would be impossible without dedicated technology and expertise.  

These are not outliers. They represent what happens when brands apply dedicated Walmart expertise instead of treating the platform as a secondary channel.  

See more Walmart Connect success stories across categories and brand sizes on our case studies page.

The common thread across every success story: brands that invest in Walmart-specific advertising strategy, with the right products, the right fulfillment setup (WFS), and the right optimization approach, consistently outperform those that treat Walmart as an afterthought.

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The Cross-Channel Advantage You Already Have

If you are running Amazon Sponsored Ads through Quartile, you have already built something valuable: a deep understanding of how your products perform by day of week, time of day, and category. You understand which keywords convert, which audiences respond, and where your margins are strongest.

That intelligence does not stop at Amazon's border.

When Quartile manages both your Amazon and Walmart advertising, we bring cross-channel insights that give you an edge no standalone Walmart tool can match. We know what works for your products. We know your category dynamics. And we can apply those learnings to Walmart's marketplace, where less competition means those insights go further.

Managing Amazon and Walmart under one roof means unified strategy, consistent reporting, and a single team that already understands your brand. No duplicated effort. No disconnected data. No starting from scratch.

The Window Is Open. It Will Not Stay Open Forever.

Walmart Connect grew 41% in Q4 2025 alone. More brands are entering the marketplace every quarter, with 44,000 new sellers joining in just the first five months of 2025. Advertising costs are rising in step with that growth.

The brands capturing disproportionate value on Walmart right now share one trait: they stopped treating it as a secondary channel and started treating it as a growth lever. They invested in advertising. They optimized for Walmart Connect's algorithm. They built presence before they had to fight for it.

You have already done the hard work of building a brand that performs on Amazon. The operational muscle, the advertising expertise, the supply chain infrastructure: it all translates. The only question is whether you will put it to work on the platform that is growing fastest.

The More You Wait, The Cost of Entry Goes Up.

Quartile has helped hundreds of brands scale Walmart Connect advertising with the same precision and performance they expect from Amazon. Our platform combines automation, AI-driven optimization, and a dedicated Walmart strategy team to accelerate results from day one.

The early mover advantage will not last forever. Let us show you what your brand could be doing on Walmart right now.

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