Watermelon is one of the most sought-after fruits in tropical Africa because of its delicious taste and nutritional value. Owing to its increasing high demand among consumers, this study analyzes its marketing performance in terms of market structure, marketing margin, marketing efficiency, and profitability. Multi-stage sampling technique was employed in the selection of 160 respondents used in the study. Primary data were collected using a set of well-structured and pre-tested questionnaire. Data were analysed using descriptive statistics, gini coefficient model, net marketing income, and marketing efficiency index. The result of the study shows high level of income inequalities (sales margin) in the distribution of income amongst watermelon marketers and high concentration of watermelon marketers in the study area which indicated high inefficiency in the market structure. The result on market structure showed that there were no barriers to entry at the retail level but there are some barriers at the wholesale level. Profitability analysis showed that the watermelon enterprise is viable. High perishability, lack of credit facilities, and price fluctuations were major challenges that confronted all the marketers in watermelon enterprise. The study recommends provision of credit facilities and infrastructural improvements to reduce the constraints faced by marketers. 55 2012). Therefore, increase in marketing activity of watermelon would enhance the provision of more and better produce at low price to increased number of people which would enable marketers to generate more income and increase welfare. The marketing channel of watermelon is an important part of its cost, and its location to the market may shorten the path of the distribution from producers to consumers and makes the marketing process simple and efficient (Egbuna, 2009). Efficiency in the marketing of watermelon is borne on the platter of an efficient market information provision (Oguntola, 2006). In fruit marketing, farmers and marketers determine the flow of information from the farm to the market place and this consequently influences the market performance.Market performance is an appraisal of the process of marketing and how successful its aims and objectives are accomplished (Eronmwon, Alufohai & Ada-Okungbowa, 2014). Olukosi et al. (2005) defined market performance as the appraisal of the extent to which the interactions of buyers and sellers in a market facilitate and stimulate outcomes that are consistent with social purposes. It is the assessment of how well the agricultural and food system are carried out and how successful its aims are accomplished and a reflection of the impact of structure and conducts on product prices, costs and the volume and quantity of output (Hill, 1997). The performance of a market represents the economic result of structure and conducts and generally consists of an analysis of progressiveness, equity, allocative and pricing efficiency (Harrison, Henley, Riley & Schafter, 1975;Enete, 1999). Hence, the marketing...