Walmart customers are searching for items that are already in your catalog
New to Walmart?
Already a seller?
Profit more by listing best sellers
Unclear what will sell? Start with Customer Favorites
Find the right products to grow your business—without the guesswork.
Customer Favorites are items on Walmart.com that shoppers frequently search for and buy. For a limited time, when you list eligible Customer Favorite items with competitive pricing, you can unlock fee savings designed to help you grow more profitably.
5x
Customer Favorites can deliver up to 5x greater page view visibility with customers.*
12x
Customer Favorites can deliver up to 12x higher sales per item compared to non-Customer Favorite items.*
*Based on performance data from FY26. Compared to competitively priced, fast-shipping (≤2-day) non–Customer Favorite items.
Earn up to 100% off referral fees
Discount |
Requirements |
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25% off referral fees for 90 days |
List a new Customer Favorite item and meet or beat competitor pricing. |
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OR |
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Optimize shipping to unlock 100% off referral fees for 90 days |
List a qualifying Customer Favorite item, meet or beat competitor pricing, and enable fast, free shipping. Save even more with when you ship with Walmart Fulfillment Services (WFS):
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How it works:
1. Opt in to the program.
2. Get 25% off referral fees by listing a qualifying Customer Favorite item that meets or beats competitor pricing.
3. Add fast, free shipping to boost your discount to 75% off referral fees. Note: Offers cannot be stacked.
1. Opt in to the program.
2. Get 25% off referral fees by listing a qualifying Customer Favorite item that meets or beats competitor pricing.
3. Add fast, free shipping to boost your discount to 75% off referral fees. Note: Offers cannot be stacked.
Option 1: Fulfill with WFS
Take 100% off storage fees and 15% off fulfillment fees for eligible Customer Favorite items.
Simply send inventory to WFS and we’ll take care of the rest.
Option 2: Fulfill items yourself
Offer free 2-day delivery to customers.
Versori Integration
Your bestsellers have already proven themselves.
Now it’s time to bring them to Walmart Marketplace.
If you’re a new seller, you can use Versori to quickly move your top-performing products from other platforms into Walmart Marketplace—without rebuilding your catalog manually.
- Import products quickly
- Launch proven winners on Walmart Marketplace
- Start generating new revenue faster
Ready to grow your marketplace presence?
Why Customer Favorites?
Frequently Asked Questions
Eligible Walmart Marketplace sellers who list qualifying Customer Favorite items and meet pricing and shipping requirements can participate. See full terms & conditions here.
Customer Favorites are products identified using Walmart customer search trends, sales signals and marketplace insights.
Referral fee discounts are automatically applied when sellers opt in and meet all eligibility requirements, including pricing and shipping criteria.
Growth starts here
New to Walmart?
Already a seller?
*Conditions apply. For full terms, see here.
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