Driving quality traffic to optimized listings is essential to generating sales on Amazon, but it is also important to understand how customers are finding your products. Until 2018, Amazon lacked the means to track shoppers who arrived from external channels like Google and Facebook. This changed with the introduction of Amazon Attribution – an advertising and analytics measurement solution that gives brands insight into how their non-Amazon marketing channels across search, social, video, display, and email impact shopping activity and sales performance on Amazon.

Walmart is ramping up its competition against Amazon to become a dominant force in e-commerce. Describing itself as the world’s largest omnichannel retailer, Walmart’s online platform has expanded considerably over the past year. According to Marketplace Pulse data, more than 25,000 sellers have joined Walmart Marketplace during the pandemic, bringing the total to around 60,000. This is only a fraction of Amazon’s 2.5+ million active sellers, but the recent growth spike along with Walmart’s well-established base of more than 265 million customers gives Walmart Marketplace the potential to become a strong competitor. Below is a summary of Walmart’s latest expansions and developments to its e-commerce platform that are designed to attract more sellers and customers.