Walmart isn’t generally thought of as an advertising business, but the retail giant now makes more money selling ads than small social media firms like Snap or Pinterest do. And judging by the growth of its ad business in recent years, along with its acquisition of companies aimed at bolstering that business, it’s positioned to become an even more important presence in the industry.

Walmart’s ad revenue hit nearly $6.4 billion in fiscal 2026, ending Jan. 31, the company has said. That’s about 4.3% of its e-commerce revenue, which last year passed $150 billion, Walmart revealed. In comparison, advertising made up around 12% of Amazon’s revenue last year, excluding Amazon Web Services and Amazon’s physical stores. (We’re comparing both companies’ ad revenue to their digital sales, as that’s the main driver of advertising for both.)