While Amazon reigns as the world's largest online retailer, third party sellers are realizing that marketplace expansion is crucial to sustainable sales growth—and since its launch in February 2019, Target Plus (Target+) has emerged as a top marketplace for Amazon businesses to set up shop. Today, the Target Plus marketplace has over 5 million active shoppers, making it an incredibly appealing online marketplace for Amazon wholesale sellers to explore.

If you're looking for insight into how to sell on Target Plus, then you're in the right spot. In this article, we'll cover everything you need to know to become a Target Plus seller.

What is Target Plus?

Target Plus is an invite-only program that enables third party retailers to sell on Target.com. With a coveted Target Plus membership, sellers—identified by a small Target Plus logo next to their seller name—gain access to Target's loyal customer base.

What sets Target Plus apart from other ecommerce marketplaces (Amazon, Walmart, Lowe's)? Its exclusivity. Rather than allowing any third party seller or product on the platform, Target Plus hand-picks their partners and the Target Plus items they sell. This process helps Target maintain its goal of connecting online shoppers with high-quality products and top-tier sellers.

Although Target Plus is currently invite-only, the platform plans to accept Target marketplace applications in the future. 

What are the benefits of being a Target Plus Partner?

With more and more marketplaces opening their digital shelves to third party retailers, why would an Amazon agency or wholesaler hope to receive an exclusive invitation to sell on Target Plus? A few reasons:

• Limited competition: Target Plus is an invite-only marketplace and limits the number of sellers within each category, meaning early adopters have less competition and can capture a larger slice of the market share.
• Simple seller fees: There are no hidden charges or fulfillment fees associated with selling on the Target marketplace—Target Plus brands pay a rate determined by the subtype base referral fee.
• Seller returns support: Target Plus requires third party sellers to ship and fulfill customer orders placed on the marketplace. However, Target handles any customer returns.
• Increased brand awareness: Target Plus sellers gain exposure to over 5 million dedicated Target customers—just be sure to leverage features like your Target Plus seller storefront to create a cohesive brand presence across ecommerce platforms.
• Marketplace expansion: By launching into additional online marketplaces, like Target Plus, Amazon businesses can increase overall marketplace growth while reducing the risk of revenue lost related to account issues, suppressed listings, or policy changes. 

What are the requirements for selling on the Target Plus marketplace?

Target rigorously screens each Target Plus Partner to ensure that the brand and their products meet its strict quality standards. Selected Target Plus sellers must fulfill specific requirements, including:

1. Have an established physical presence (business and bank account) in the United States
2. Price Target Plus items at the same level as the seller's other ecommerce marketplace channels
3. Ship out all Target Plus marketplace orders within 24 hours, with a transit time no longer than 5 days
4. Only ship Target Plus orders within the United States (Target Plus does not offer Cross Border Trade Services)

How can you become a Target Plus Partner?

As Amazon sellers look to market expansion as a pathway to increase sales, many are wondering how to get invited to Target Plus. Unlike other ecommerce channels, eager third party retailers can't simply sign up and start selling. Target Plus is an invite-only platform, which means you have to receive a Target Plus invitation before entering the marketplace. However, there are a few strategies that can improve your chances of being added to the Target Plus partners list.

Streamline your logistics and fulfillment strategy.
Having an efficient logistics network that fulfills orders as quickly as possible not only improves your customer's experience in your current marketplace—it can also make you more appealing to Target Plus and ensure you're ready to hit the ground running when you receive a Target Plus invitation.

Offer products that are high-quality and in demand.
Be sure to partner with a trusted supplier to mitigate potential quality issues. Remember, Target Plus limits its partners based on seller and product categories, so fine-tuning product offerings according to consumer and seasonal trends can improve your odds of being invited to sell on the Target Plus marketplace.

Optimize marketing efforts across ecommerce channels.
Target Plus selects partners with an established marketplace presence. Take the time to build a cohesive brand across Amazon, Walmart, Lowe's, or Home Depot—and leverage platform-specific features like Amazon A+ Content and Amazon Stores. Additionally, make sure your organic and paid efforts work together to maximize visibility. Consistent branding, SEO-focused copy, and Amazon advertising can help Target Plus (and new customers) discover you. If you lack the expertise or resources to strengthen your brand's presence, working with an Amazon agency consultant can help.

Increase marketplace sales potential with a Target Plus Partner.

Marketplace expansion should be part of every established brand. Target Plus offers brands exposure to loyal customers, limited competition, and untapped sales potential. If you are eager to expand into the Target marketplace but have not received an invitation, you can partner with an existing third party Target Plus partner—like SupplyKick.

SupplyKick partners with high-potential brands to simplify the expansion process and maximize growth. With over a decade of experience, we apply expertise across marketplaces (Target Plus, Amazon, Walmart, Lowe's, and more) to develop and execute strategies that cater to each brand’s specific category, objectives, and goals.

Interested in learning more about how our team of marketers, advertisers, brand managers, and logistics experts can help scale your brand on Target Plus and beyond? Connect with our team.