Marketplace Growth Strategy: How Brands Can Win on Amazon, Walmart, and Target in 2025

In 2025, building the right marketplace growth strategy is critical to staying competitive. It’s not just about being on Amazon, Walmart, or Target—it’s about how your brand prioritizes time, budget, and performance across these channels.

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.

Choosing the right marketplace mix requires more than presence; it demands performance. That’s where a smart, growth-focused marketing strategy comes in.

The State of Marketplace Commerce in 2025

This year, success on ecommerce platforms is being shaped by a few major trends:

• Omnichannel convenience is now the standard.
• Hyper-personalization is driving conversions.
• Fulfillment speed is a competitive advantage.
• Loyalty programs are reshaping lifetime value.

Each of the Big Three marketplaces—Amazon, Walmart, and Target—embody these trends differently. Here’s how they compare:

Amazon: The Ecommerce Giant

• Strengths: FBA, deep advertising tools, Amazon Marketing Cloud, rich first-party data, and predictive commerce.
• Challenges: High fees, intense competition, brand control limitations.
• Best for Brands Who: Want maximum reach, fast fulfillment, and advanced advertising.

Walmart: The Omnichannel Challenger

• Strengths: No monthly seller fees, large store footprint, strong logistics investment, WFS.
• Challenges: Pricing constraints, less mature ads platform, friction in onboarding.
• Best for Brands Who: Target value-conscious shoppers and aim for omnichannel presence.

Target: The Curated Experience

• Strengths: Brand-first approach, Target Plus exclusivity, strong fulfillment via stores.
• Challenges: Invite-only platform, self-managed logistics, smaller digital footprint.
• Best for Brands Who: Prioritize visual merchandising and elevated brand alignment.

Key Decision Matrix

Strategic Recommendations for Brands

1. Full-Portfolio Strategy

Start with a 70/20/10 resource allocation across Amazon, Walmart, and Target respectively. Amazon gives you scale, Walmart offers price-driven reach, and Target provides brand enhancement.

2. Category-Focused Allocation

Place high-volume SKUs on Amazon, essentials on Walmart, and premium or curated goods on Target.

3. Hybrid Models

Amazon + Walmart: For volume and reach. Amazon + Target: For performance + brand curation.

Why Marketplace Brand Management Matters

Winning on marketplaces requires more than listings. It takes strategy, data, and execution across every touchpoint.

Amify specialize in marketplace growth strategy that elevate performance, streamline operations, and drive long-term growth. We help brands navigate Amazon Listing Optimization, Walmart content strategy, and Target merchandising with precision.

Contact us today to develop a marketplace strategy that converts traffic into revenue—not just during Prime Day, but all year long.