Mastering Marketplace Fulfillment: How a 3PL Helps You Keep Up with Amazon and Walmart Logistics

Selling on Amazon and Walmart is a high-reward, high-stakes game. These marketplaces provide access to millions of loyal shoppers while holding sellers to strict logistics standards.

If a brand’s fulfillment strategy doesn’t meet the standards set by Fulfillment by Amazon (FBA) and Walmart Fulfillment Services (WFS), they risk losing the Buy Box, facing delistings, or having their product buried in search results.

Therefore, fast, compliant marketplace fulfillment is vital when it comes to marketplace success. Yet, delivering that experience across Amazon, Walmart, DTC, and wholesale channels is more than most brands can manage in-house.

That’s where a marketplace-savvy third-party logistics provider (3PL) comes in. With the right 3PL partner, retailers can scale their brand, meet rising expectations, and unlock new revenue opportunities without adding operational headaches.

Let’s dive in!

The marketplace standard: Why it’s so high

Two-day delivery. Frictionless returns. Flawless packaging. These aren’t perks, they’re table stakes in modern ecommerce, thanks to the standards set by FBA and WFS.

Marketplace algorithms reward speed and reliability. On Amazon, this means winning the Buy Box: the white box on the side of the product page that showcases options like ‘add to cart,’ ‘buy now,’ and ‘add to wish list.’

On Walmart.com, it means surfacing higher in search and being eligible for the “2-Day Shipping” badge.

On both platforms, performance impacts visibility, conversion, and even eligibility to sell.

Falling short (especially in marketplace fulfillment) can lead to real consequences. Poor on-time delivery rates may trigger listing suspensions. Failure to meet prep, pack, and compliance standards can result in rejected inventory or costly chargebacks. Even a slight increase in negative reviews can erode customer trust and negatively impact long-term marketplace performance.

The competition is fierce, with over 60% of Amazon sales now coming from third-party sellers and more than 55,000 of those sellers generating over $1 million in annual revenue. To stay competitive, your fulfillment strategy and marketplace fulfillment operations need to perform flawlessly every time.

Inventory distribution that meets marketplace speed

Meeting two-day SLAs requires more than fast shipping. It takes smart inventory distribution. A 3PL, like WSI, with a nationwide network of fulfillment centers, ensures your products are always close to your customers, no matter where they’re located.

But it’s not only about geography. Inventory availability across channels is critical. That means:

• Multi-node fulfillment that supports regional shipping for lower costs and faster delivery
• Real-time inventory visibility across Amazon, Walmart, your DTC store, and wholesale channels
• Forecasting and replenishment support to minimize stockouts and avoid long-term FBA storage fees

Many brands employ hybrid strategies, maintaining some inventory in Amazon or Walmart fulfillment centers while managing the rest through their 3PL. In these cases, your 3PL becomes the control tower by rebalancing stock, dynamically routing orders, and preventing marketplace fulfillment gaps.

Prep, pack, and labeling done right

Each marketplace has its own set of complex fulfillment rules. Amazon requires precise barcoding, polybagging, expiration date labeling, and adherence to packaging standards. Walmart’s WFS program has its own strict requirements. A mislabel, improper seal, or incorrect bundle can result in rejected inventory or costly delays.

A 3PL that specializes in marketplace fulfillment takes the guesswork out of compliance. They handle every detail of product preparation, from FNSKU labeling and bundling to poly-bagging and shrink-wrapping. Their teams are trained to follow packaging and labeling standards specific to FBA and WFS, helping brands avoid rework charges and shipment rejections. As marketplace rules shift, a capable 3PL quickly adjusts processes to keep orders moving and products flowing to customers.

Marketplace compliance is an ongoing discipline. When done right, it becomes a strategic advantage that protects revenue while strengthening brand trust.

One fulfillment partner for all your channels

Omnichannel fulfillment is the new reality for modern brands. However, managing separate systems for Amazon, Walmart, Shopify, and wholesale orders leads to inefficiencies, delays, and inventory imbalances.

A single 3PL partner streamlines operations by integrating fulfillment across all sales channels. This approach eliminates silos and creates a centralized system for order processing, inventory visibility, and customer experience.

That includes:

• Seamless integrations with marketplaces and marketplace fulfillment data, ecommerce platforms, order management systems (OMS), and warehouse management systems (WMS)
• Centralized pick, pack, and ship workflows that operate consistently across all order sources
• Standardized branding, packaging, and service levels for DTC, B2B, and marketplace channels
• Tailored workflows for replenishing FBA and WFS inventory, as well as handling returns in compliance with marketplace policies

When everything flows through a single fulfillment engine, brands can scale faster, respond to demand in real time, and deliver a seamless customer experience, regardless of the order source.

Returns and reverse logistics that protect customer experience

A smooth returns process is critical to maintaining a strong marketplace presence and customer trust. Marketplaces like Amazon and Walmart set clear expectations regarding return handling, and failing to meet these expectations can result in chargebacks, poor reviews, or account penalties.

A marketplace-savvy 3PL enables brands to protect the post-purchase experience through marketplace-friendly return handling and efficient restocking processes. This includes support for prepaid label programs, tracking and processing returns within the required windows, and ensuring that returned inventory is quickly inspected, reconditioned, or routed appropriately.

By managing reverse logistics with precision, your 3PL partner helps minimize chargebacks and safeguard your marketplace reputation, while avoiding added strain on your internal team.

Supporting marketplace growth without bottlenecks

As your retail business grows, so do the demands of your fulfillment operations. New SKUs, more orders, and expanded marketplace presence can quickly overwhelm internal teams and infrastructure if not properly supported.

A 3PL helps you scale product assortment and order volume without adding additional staff or investing in new facilities. Whether you’re launching a new category, running a high-volume marketplace promotion, or preparing for peak season, your 3PL provides the capacity and expertise to handle surges without missing a beat.

Beyond daily order fulfillment, a marketplace-savvy 3PL also enables faster onboarding for new SKUs, listings, and sales channels. Their teams are already familiar with marketplace fulfillment requirements and can quickly bring new products online, so your growth initiatives don’t lose momentum due to operational bottlenecks.

Why a marketplace-savvy 3PL makes the difference

Not all 3PLs are built for the complexities of marketplace fulfillment. A marketplace-savvy 3PL brings hands-on experience with Amazon, Walmart, Target Plus, and other leading platforms, along with a deep understanding of the logistics models each one requires.

From Fulfilled by Amazon (FBA) and Seller Fulfilled Prime (SFP) to Walmart Fulfillment Services (WFS) and seller-fulfilled options, a qualified 3PL offers direct support for the fulfillment methods that power marketplace success. Their flexible and responsive teams adapt quickly to changing marketplace rules such as restock limits, new labeling requirements, or an adjusted returns policy.

Equally important is the ability to stay nimble. Many brands rely on a hybrid fulfillment strategy, using both marketplace warehouses and their 3PL’s network to keep inventory moving. A marketplace-friendly 3PL makes that possible. By fulfilling orders from either their warehouse stock or replenishing Amazon and Walmart fulfillment centers as needed, they meet demand without disruption.

Mastering marketplace fulfillment is a competitive edge

Fast, flawless fulfillment is how retail brands stand out in today’s crowded marketplaces. But mastering it requires a partner that knows how to meet high standards at scale, across every channel while keeping your growth on track.

Talk to a marketplace logistics expert at WSI. We’ll help you stay ahead of the curve, simplify your operations, and turn logistics into a strategic advantage.