The Next Retail Rivalry Isn’t a Competition

For years, a narrative has formed that claims Amazon and Walmart as opponents in a winner‑takes‑all retail battle. Yet Amazon and Walmart are no longer (and, really, have never been) “either/or” choices for beauty and wellness brands. They are best when seen as complementary engines that, when connected, create a defensible growth loop across retail media, logistics, and fulfillment. 

The Modern Marketplace Landscape

Amazon remains the unchallenged digital-first leader, capturing nearly 10% of total U.S. retail spending and outpacing Walmart’s online share by a significant margin. But Walmart’s playbook is paying off with double-digit marketplace growth, thanks to shoppers that flow seamlessly between over 4,000 physical stores and a fast-growing online network. Plus, Walmart Connect’s sophisticated ad platform is quickly becoming a staple for beauty brands, complementing Amazon’s mature DSP and AMC stack. The overlap is undeniable; grocery, household, and beauty sales converge as consumers expect unified experiences whether they’re shopping in an app, in a store aisle, or through a voice assistant.​

For modern beauty and wellness marketers, the real moat isn’t loyalty to a single platform. It’s harnessing the compounded opportunity of both marketplaces, building loops that accelerate growth across every consumer touchpoint.​ By unifying pricing, measurement, and strategy, brands can protect equity, unlock incremental demand, and future‑proof omnichannel performance in an increasingly crowded marketplace.

Category Insights and Price Parity

Price consistency isn’t just a box to check. It’s essential to protecting brand equity across two of the world’s biggest marketplaces. Intelligent pricing solutions, like Catapult-style parity tools, give brands real-time visibility to unify assortment, optimize paid media, and make dynamic adjustments without eroding their margin. For beauty, supplement, and wellness categories, connected data means SKU-level pricing that flexes to ensure margin protection, secure shelf presence, and efficient media spend, whether a shopper is browsing lipstick on Amazon or vitamins on Walmart’s app.​

Cross-Retailer Advertising and Measurement

A high-performance omnichannel campaign utilizes full-funnel thinking rooted in incrementality. Forward-thinking brands are deploying CPG playbooks—think the holistic Coca-Cola/Monster model—where upper-funnel video and branded content lift not only on Amazon search, but also spur traffic and conversion across Walmart’s ecosystem. Real omnichannel measurement means mapping keywords, synchronizing creative, and retargeting audiences fluidly between platforms so every dollar spent unlocks cross-channel uplift. Winning brands laser-focus on measurement frameworks that attribute incremental growth across both ecosystems rather than in isolation.​

Building an Omnichannel Growth Loop

Unified marketplace execution is the ultimate safeguard against channel volatility. Integrating ad, retail, and fulfillment data across Amazon and Walmart not only powers smarter bidding and precision targeting but enables brands to pivot with market shifts. The result? Loops, not lines: an omnichannel engine designed to maximize reach, balance margin, and build resilience, so beauty and wellness brands drive sustained growth regardless of where a shopper clicks, taps, or checks out.​

Discover how our team of commerce catalysts helps brands unify Amazon and Walmart growth strategies to unlock this new omnichannel advantage. Head to our case studies page to see real results, then hit our Contact page to start chatting about our partnership with us today.