Walmart is paying new sellers to join its US marketplace in 2026. The program is called New-Seller Savings, and the headline number is “up to $75K”. Here’s what that total is made of, who qualifies, and how to set up your store so you don’t miss any part of it.
What does New-Seller Savings 2026 include?
The program runs from February 2, 2026 to January 31, 2027. It has four parts:
| Incentive | What you get | Maximum |
|---|---|---|
| Referral fee discount | A percentage off base referral fees, tiered by sales (see below) | Up to $72K |
| WFS fulfillment savings | 10% off Walmart Fulfillment Services fulfillment fees | Up to $2K |
| Walmart Connect ad credit | Credit for Sponsored Search ads | Up to $500 |
| Search engine marketing rebate | 50% rebate on search engine marketing spend | Up to $1K |
Source: Walmart Marketplace “New-Seller Savings 2026” page and Walmart Marketplace Learn guide “Walmart’s New-Seller Savings Program” (updated September 2, 2026), checked September 2026.
How the referral fee discount works
The discount grows as your sales grow:
- 20% off base referral fees on your first $50K of sales (GMV)
- 30% off on sales from $50K to $500K
- 40% off on sales above $500K
Walmart’s Learn guide says new sellers are enrolled for up to 12 months.
Example. Say you sell $80,000 in a 15% referral category. Your base referral fees are $12,000. The discount is 20% of the fees on the first $50,000 ($50,000 × 15% × 20% = $1,500) plus 30% of the fees on the next $30,000 ($30,000 × 15% × 30% = $1,350). That’s $2,850 saved. This is an illustration, not a forecast of your sales.
Who qualifies?
According to Walmart’s Learn guide, the program is for first-time sellers who go live after February 1, 2026 and meet these requirements:
- A business tax ID. A Social Security number isn’t accepted.
- A history of marketplace or ecommerce sales.
- GS1 GTINs (barcodes) for your products.
- Fulfillment through WFS or another US warehouse that ships to consumers.
- A business based in one of the countries Walmart lists as eligible.
The Walmart Connect ad credit has extra conditions: a Content Quality score of 80 or higher, fast shipping or WFS, and an active Ad Center account.
Enrollment: automatic or opt-in?
Walmart’s own pages don’t agree. The Learn guide says eligible sellers are auto-enrolled. The marketplace program page says you opt in on the payments page after your store goes live. To be safe, check your Seller Center payments settings as soon as you go live and opt in if the option is there.
How to get the most from it: a launch checklist
- Before applying: have your business tax ID, proof of past marketplace or ecommerce sales, and GS1 barcodes ready. Applying with the wrong documents is the most common delay.
- Plan fulfillment: decide on WFS or your own US warehouse before you go live. WFS also unlocks the fulfillment savings.
- List with complete content: titles, images, key features and attributes filled in. A Content Quality score of 80+ is required for the ad credit, and good content helps your Listing Quality score.
- Go live, then check enrollment: look at the payments page in Seller Center right after launch.
- Use the ad credit early: set up your Ad Center account once your content score qualifies, and start with Sponsored Search on your best items.
Common mistakes
- Applying as an individual with an SSN. The program needs a business tax ID.
- Buying cheap UPC codes. Walmart asks for GS1 GTINs.
- Going live with thin listings. A low content score blocks the ad credit and hurts visibility.
- Assuming the savings are automatic. Check enrollment after launch.
USA vs Canada
Walmart.ca has its own New Seller Savings for first-time sellers who go live on or after February 1, 2026, until January 31, 2027. It offers 50% off base referral fees on WFS-fulfilled items, 50% off WFS storage and 25% off WFS fulfillment, paid as quarterly rebates. You can launch on Walmart.ca with English content, but Walmart expects French content to be uploaded right after, as required by law. Source: Walmart Marketplace Learn Canada, “New Seller Savings” (updated June 25, 2026) and FAQ.
Frequently asked questions
I already sell on Walmart. Can I join?
No. The program is for first-time sellers who go live after February 1, 2026.
Is the $75K a cash payment?
No. It’s the maximum combined value of fee discounts, credits and rebates. How much you save depends on your sales, fulfillment and ad spend.
Do I need to use WFS?
You need WFS or another US warehouse that ships to consumers. The 10% fulfillment savings only apply to WFS fees.
Does Walmart guarantee approval?
No. Walmart reviews every application and decides who can sell.
How RetailerBox helps
Our Launch & Setup team prepares your Walmart Marketplace application, helps with GS1 barcodes, uploads your first listings and sets up WFS. A launch usually takes about a month, depending on Walmart’s review. Walmart makes the final decision on approval, so we can’t guarantee it. Use our free Amazon vs Walmart Profit Calculator to check your numbers first, then message us to plan your launch.