Walmart Sponsored Search

Walmart Sponsored Search

Your product is amazing. Walmart Sponsored Search can help our customers find & buy it.

Already selling on

New to Walmart Marketplace?

Walmart customers are searching—we can help them find you.

Connect with Walmart customers. Sponsored Search advertising from Walmart Connect gets your brand and products in front of customers actively searching and browsing Walmart’s site and app for products like yours. You only pay when customers click your ad.

There are two kinds of Sponsored Search advertising:

Sponsored Products ads appear in high-visibility placements, including within relevant search results and on item pages. A click advances customers to your product’s item page.

Sponsored Brands, the Sponsored Search placement with the highest viewability on search pages1, sends your brand logo and products to the top of relevant search results. This premium placement is available to Marketplace brand owners registered with the Walmart Brand Portal.

1 Walmart first-party data, January 1–July 31, 2022.

*Conditions apply. Available for eligible US domestic sellers only.


Save up to 25% on referral fees and unlock a $500 ad credit.*

Join Walmart Marketplace and build up your business in 90 days by leveraging a suite of Walmart solutions.

Keep their eyes on your prize

Scale up

Sponsored Search is designed to help you reach some of our 150 million weekly online and in-store customers.2

2 Walmart first-party data, 2021.

Customizable control

Choose how hands-on you want to be with fully customizable, automated and self-serve tools, and make fast decisions based on reliable data.

Proven results

Easily track how your campaigns increase product sales and get a summary of your return on ad spend.

Help turn our searchers into your customers

Search In-grid

Showcase your product on the first page of relevant search results.

Sponsored Products

Product carousel

Highlight your product within relevant search results and on the item pages of similar products.

Sponsored Products

Search In-grid

Capture Walmart customers as they make their final purchase decision.

Sponsored Products

Premium placement

Send your brand and products to the top of relevant search results.

Sponsored Brands

Let’s get started

New Marketplace sellers are automatically registered to Walmart Ad Center, our self-serve ad platform. We provide step-by-step guidance to help make launching a Sponsored Search campaign easy, even for first-time advertisers.

Check your product eligibility requirements and set measurable campaign goals that support your business objectives.

Select the Sponsored Search campaign you want to run: Sponsored Products, Sponsored Brands, or both.

Determine your targeting strategy. Add relevant keywords to each product in your campaign. Give your campaign time to perform after launch.

Determine your targeting strategy

Choose from two campaign types:

Automatic campaigns
Let Walmart’s algorithm choose the most relevant keywords for your campaign. Best for advertisers new to Sponsored Search.

Manual campaigns
Choose your own keywords. Best for advertisers who know which keywords their customers search for.

How Sponsored Brands works

Sponsored Brands sends your brand and products to the top of relevant search results. The ad includes your brand logo, custom headline, and up to four advertised items with shoppable links.

Sponsored Brands is designed to increase awareness and conversion by helping to improve brand visibility and inspire product discovery.

Sponsored Brands can especially benefit smaller brands, new brands, and brands with new products that may not yet have high organic search rankings at Walmart. Use it to launch new or seasonal items, promote items with modest search rankings, and help boost performance of higher-priced items.

To access Sponsored Brands, a Marketplace seller must be a brand owner and must meet all the following criteria:

  • Based in the United States, China, Hong Kong, or the United Kingdom; or a pre-approved seller in India
  • Rights owner registered with the United States Patent and Trademark Office
  • Onboarded to the Walmart Brand Portal, Walmart’s intellectual property rights management platform

How to buy Sponsored Search advertising

Walmart Ad Center
Manage your own campaigns on Walmart Connect’s self-serve platform

Walmart Platform Partners
Work with one of Walmart Connect’s adtech partners to get expert support and access to additional features