Not all affiliate programs are created equal. Depending on your niche, one program may deliver higher returns than another. Even a small difference in commission rates can make a significant impact on your earnings as your website traffic grows.
With changes to the Amazon Associates program and limitations in the Target affiliate program, many affiliates are asking the same question: Is the Walmart affiliate program a good alternative?
This in-depth review will cover everything you need to know — from how the program works, to commission rates, categories, tools, and how it compares with other retail affiliate programs.
Why Walmart?
With nearly 90% of Americans living within 10 miles of a Walmart store, it’s one of the most recognizable brands in the U.S. What began as a small discount retailer in Rogers, Arkansas nearly 50 years ago has now grown into an international retail giant with over 10,500 stores worldwide.
For affiliates, brand recognition is a major advantage. Customers already trust Walmart, which increases the likelihood that they’ll buy through your affiliate links.
On top of this, Walmart has made huge investments in e-commerce. During the 2020 pandemic, their online sales surged by 79% in fiscal year 2021, putting Walmart in second place for U.S. retail e-commerce market share. Their prior investments in online pickup and delivery services positioned them to meet the spike in demand — and for affiliates, this means fewer cancellations and fewer lost commissions.
How the Walmart Affiliate Program Works
The Walmart affiliate program allows bloggers, publishers, and creators to earn commissions by promoting products from Walmart.com. Once a visitor clicks your special tracking link and completes a purchase within the cookie window, you earn a commission.
The program is free to join and is managed through Impact, the same affiliate network that handles the Target affiliate program.
Program basics:
- Commission Rate: Up to 4%, or $10 per sale
- Cookie Duration: 3 days
- Attribution Model: Last-click
- Action Locking: Actions lock 2 months after the end of the month
- Payout Schedule: 1 month after locked actions (via Impact)
- Cost to Join: Free
Who Can Join the Walmart Affiliate Program?
The program is open to U.S.-based publishers who have a blog, website, newsletter, or search landing page that serves a primarily U.S. audience.
To be accepted, your site must:
- Be live (not under construction)
- Be family-friendly
- Have a visible privacy policy
Walmart does not accept sites that promote adult content, gambling, or other restricted categories.
Walmart Commission Structure
The commission rate varies depending on product category. Unlike Target, Walmart doesn’t use a volume-based model. Instead, they provide fixed rates across categories.
Commissionable categories include:
- Electronics
- Books & Magazines
- Stationery
- Pets & Supplies
- Baby Hardlines
- Apparel & Accessories
- Jewelry
- Beauty & Personal Care
- Toys
- Sporting Goods
- Patio & Garden
- Seasonal Products
Non-commissionable categories include:
- Food & Grocery
- Tires
- Video Game Hardware
- Gift & Prepaid Cards
- Baby Consumables
- Precious Metals
Overall, the commissionable list covers a wide range of products, making it a solid program for general niche sites.
Walmart Affiliate Tools
Walmart offers affiliates tools to improve conversions:
- Walmart SDK (Buy Buttons): Lets you add Walmart-style “Buy Now” buttons directly on your site. These buttons reduce purchase friction by allowing customers to add items directly to their Walmart cart from your page.
- Banners & Text Links: Professionally designed creatives to promote seasonal sales and trending products.
- Product Linking Tools: Ability to generate affiliate links for any Walmart product page.
Using these tools consistently can boost click-through rates and conversions.
How to Make Money with the Walmart Affiliate Program
Joining is the easy part — making consistent affiliate income takes strategy. Here are a few proven approaches:
1. Use SEO to Drive Organic Traffic
Search engine optimization (SEO) is essential for affiliate success. By creating keyword-rich content that matches what your audience is searching for, you can drive targeted, high-converting traffic to your Walmart links.
Examples include:
- “Best budget laptops under $500” (electronics niche)
- “Top backyard toys for summer” (seasonal niche)
- “Pet supplies every new dog owner needs” (pets niche)
2. Leverage YouTube and Video Content
Product reviews and unboxings perform well on YouTube. By optimizing your titles and descriptions with keywords, you can attract viewers who are ready to buy and direct them to Walmart through your affiliate links.
3. Provide Value Beyond the Sale
Consumers love saving money. Recommending cash-back tools like Ibotta alongside your Walmart affiliate links can increase trust and encourage purchases. This also opens up an additional affiliate revenue stream if you join the Ibotta program.
Walmart vs. Amazon Associates
Both programs offer wide product selections and household brand recognition, but they differ in key areas:
| Feature | Walmart | Amazon Associates |
| Commission Rate | Up to 4%, $10 per sale | Up to 20% (varies by category) |
| Cookie Duration | 3 days | 24 hours |
| Product Range | Wide (some exclusions) | Very wide |
| Geographic Reach | Primarily U.S. | Worldwide |
| Payout | 1 month after locked actions (Impact) | 60 days after end of month (Amazon) |
Verdict: Amazon remains stronger in commission rates and global reach, but Walmart offers a longer payout window and more trust among U.S. in-store shoppers. Affiliates don’t have to choose — promoting both can help maximize conversions.
Walmart vs. Target Affiliates
| Feature | Walmart | Target |
| Commission Rate | Up to 4%, $10 per sale | Up to 8% (volume-based) |
| Cookie Duration | 3 days | 7 days |
| Product Categories | Wide | More limited |
| Pricing | Generally lower | Higher on average |
Verdict: Target offers higher commissions in some categories, but Walmart wins in breadth of products and price competitiveness. For affiliates focused on general or budget-conscious niches, Walmart may convert better.
Walmart Affiliate Program FAQ
How do I sign up?
Apply through Walmart’s affiliate program page on the Impact network.
Does it cost money to join?
No. It’s completely free to become a Walmart affiliate.
How much can I earn?
You can earn up to 4% per sale, or a flat $10 depending on the category. Your earnings will depend on your traffic volume, niche, and conversion rates.
How long is the cookie window?
3 days. If a user clicks your link and makes a purchase within that timeframe, you earn a commission.
Final Thoughts
The Walmart affiliate program is a solid choice for U.S.-based affiliates looking to diversify beyond Amazon and Target. While commission rates aren’t as high as some niche programs, Walmart’s strong brand trust, competitive pricing, and wide product range make it an appealing option for general blogs and lifestyle sites.
If you focus on SEO-driven content, leverage Walmart’s affiliate tools, and test Walmart links alongside Amazon, you can increase your earnings and reduce dependence on any single program.
Bottom line: Walmart may not replace Amazon, but it can definitely complement it — and for many affiliates, that means more stable income.