Walmart is rolling out new AI tools and incentives to try and get more toy sellers to join its Marketplace e-commerce hub. 

The big-box retailer unveiled the details of this plan at its annual Let’s Grow! Walmart Marketplace Seller Summit yesterday. New platform features include bulk listing options, enhanced brand protection to keep counterfeit products out, and a Smart Assistant that can support users 24/7. Meanwhile, toy sellers specifically will benefit from 0% referral fees on qualifying products throughout the critical holiday shopping season—but no word yet on which toys qualify. That info will be communicated soon in the account portal.

Walmart US Marketplace and fulfillment services SVP Manish Joneja says this move is designed to empower sellers by helping them operate more efficiently, meet consumer demand and compete during peak purchase periods throughout the year. The retailer will also be testing in-store digital discovery options in more US locations this year, opening up opportunities for Marketplace sellers to sell their goods on physical shelves at local stores. 

As of July, Walmart Marketplace had more than 200,000 active sellers (with 44,000 new ones added in the first five months of 2025). This represents a 30% increase from the same period last year, and the fastest growth period in the platform’s history. Upwards of 120 million consumers shop on Marketplace each month, attracted by a much greater selection of products than what’s available in a standard Walmart store.