Walmart Sponsored Products

Walmart Sponsored Products

Simple to use. Seen by millions. Proven results.


Accelerate your Walmart.com growth with Sponsored Products

Sponsored Products ads help highlight your brand in front of millions of Walmart customers, in turn driving more discovery, sales, and growth. These ad units help customers discover relevant products as they search and browse Walmart.com. And because they’re cost-per-click ads, you only pay when someone actually clicks on your ad.

Keep their eyes on your prize

Scale up

Reach our 150 million unique customers per week. Our site and app are important parts of real people’s everyday lives.

Customizable control

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

Proven results

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

Help turn our searchers into your shoppers

Search in-grid

Highlight your product on the first page of results when customers search relevant keywords.

Product carousel

Highlight your product on results and item pages for similar or relevant products.

Buy box

Highlight your product on results and item pages for similar or relevant products.

Let’s get started

Check your product eligibility requirements and set measurable campaign goals that support your business objectives and help determine which campaigns to create.

Select your campaign type — either manual or automatic. Determine the type of campaign you should run based on your specific campaign goals.

Pick products and relevant keywords, then launch. Be sure to give your campaign time to perform after launch.

Make Sponsored Products work hard for you

There are two types of campaigns to match up with the various levels of expertise sellers have when it comes to digital advertising.

You can run:

Manual campaigns allow for greater control as you have the opportunity to add new keywords, match types and adjust bids accordingly. These campaigns work best for those who consider themselves advertising experts and already know the keyword bidding best practices for their products.

Automatic campaigns serve your ads in relevant search results and product pages related to your offer. They often work better for anyone just getting started with the CPC advertising and help you get the best ad placements with a minimum effort.

There are two ways to engage

Self-serve

Manage campaigns yourself using our Sponsored Products portal.

Partner

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

Frequently Asked Questions

Sponsored Products can help you increase visibility and sales of your products by displaying ads when customers are looking for products like yours. There are no monthly fees; you pay only when customers click your ad, which takes them to the product detail page where your offer is listed. Consider using Sponsored Products for product visibility and increase sales.

Different types of placements are available:

  • Search In-grid: your products will show on the first page of results when customers search relevant keywords.
  • Product carousel: your products will show on results pages and on item pages for similar or relevant products.
  • Buy Box: your product will appear in a premium, high-visibility placement on item pages for similar products.

Ads appear on the first three pages of the search results in top slots 1-12, mid slots 13-20 and bottom slots 21-40. No more than two ads serve at one time per section, with a maximum of 6 ads per page.

A sponsored item must:

  • Rank higher than or equal to its organic search ranking
  • Appear organically in the top 128 search results
  • Win the Buy Box
  • Be in published status
  • Be in stock
  • Be in the same category the customer is searching

Sponsored Products are selected based on a combination of relevancy and bid. The most relevant product with the highest bid wins the Sponsored Product placement. Sponsored Products must also meet the following eligibility criteria:

  • Win the buy box
  • Appear within the top 128 organic search results (applies to Search In-grid only)
  • Rank higher than or equal to organic search ranking for that product
  • Have the same category as the search query
  • Have the same product type as at least one non-sponsored item on the first page of search results

If your ad is not showing, it is likely because of one or more of the following reasons:

  • Campaign has no budget
  • Item is newly published
  • Item is OOS
  • Item is losing the buy box
  • Competitor has higher budget
  • Product is not appearing within the top 128 of the organic search results

Your advertising budget should be in line with the size of your portfolio, revenue, and margins. We recommend you run a test campaign for one to two weeks and use up all your daily spend. This way you will be able to know how much you are able to spend daily and forecast the budget.

Yes, new products can be advertised, however the placement of new items is limited to show in carousels and Buy Box banners. New products on Walmart.com do not organically rank within the first 128 of the search results as they do not have any historical data, and as a result cannot be advertised in search results. It is also recommended that you wait for 30-60 days before starting a Sponsored Products campaign for new products and run it as an automatic bid campaign.

If you are promoting the same/similar item in both an automatic and manual campaign, we recommend having bids set 20%-30% higher in manual campaigns.

You can create automatic bidding campaigns and manual keyword bidding campaigns. If you are new to the PPC advertising, we recommend starting with the automatic campaigns. More advanced advertisers can benefit from manual keyword bidding campaigns. Many experienced sellers run automatic and manual campaigns simultaneously to optimize results.

A variety of downloadable reports is available, including but not limited:

Daily Performance: default report which provides the performance of your campaign daily.

Ad Group Performance: performance of the individual ad groups in your campaign

Page Type Performance: performance of which types of pages are the items in your campaign are serving on

Item Keyword Performance: This report indicates which keywords your advertised items are being served against, and how well the advertised items are performing for those keywords. This information can help you improve current and future Sponsored Products campaigns.

Item Performance report: This report provides key performance metrics for the items in all of your campaigns. In addition, this report also breaks down Click attribution for you items based on their fulfillment type, Shipping vs Curbside pickup and delivery. This information can help you improve current and future Sponsored Products campaigns. Note: Non-eligible curbside pickup and delivery advertisers will not see any data in the Curbside pickup and delivery attribution columns.

Keyword Performance: This report indicates which keywords your advertised items are being served against. This information can help you optimize keyword bids (available for Manual campaigns only).

Placement Performance Report: This report provides key performance metrics for your manual campaign by the placement the ads are served in. This information can help you to improve current and future Sponsored Products campaigns (available for Manual campaigns only).

In order to advertise with Sponsored Products, you must be a Walmart Supplier or Marketplace Seller. As a Walmart Supplier, you’ll create and use a Walmart.com account to access the platform. As a Marketplace Seller, you’ll use your Seller Center credentials. For details on how to apply to be a Walmart Supplier, visit https://supplier.walmart.com. For details on how to apply to be a Marketplace Seller, visit https://marketplace.walmart.com.

Walmart.com eligibility requirements

  • Product must be in stock (may vary by store)
  • Product must win the Buy Box
  • Product must be a base item

Pickup & Delivery eligibility requirements

  • Product must be published on Pickup & Delivery
  • Product must be in stock (may vary by store)
  • Product must be a base item

Resources

Learn more about Walmart Sponsored Products