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What are Walmart Sponsored Products Ads?

The main method of advertising on is through Cost-Per-Click (CPC) ads known as Sponsored Products. This ad type means you choose how much you are willing to bid on a product or keyword and are charged that amount only when a shopper clicks on your ad.

These ads appear on organic search results, product detail pages, and category pages on Sponsored Products are selected based on relevancy and bids. The most relevant product with the highest bid wins the ad placement.

Key benefits of Walmart Sponsored Products

  • Boost product sales and visibility 👀

  • Increase your share of wallet 💵

  • Grow & protect market share 🤺

  • Maximize profitable SKUs 💥

In addition to Sponsored Products ads, Walmart also offers a handful of other advertising options to qualified sellers/suppliers through their Managed Service offering. In order to apply, you must fill out their contact form.

Eligibility Requirements

View eligibility requirements to create a Walmart Sponsored Products account here.

Eligibility Requirements for your Sponsored Products ads to be served

Once you've set up a Walmart Sponsored Products account, there are also eligibility requirements that dictate whether your ad will be served on These requirements are...

To be selected to serve an ad, your advertised product(s) must be:

  • In stock

  • Winning the Buy Box

  • Is a base item* and is published

*Base item is the primary variant (parent item) for a product(s).

For Search In-grid placements, your products must also:

  • Appear organically within the top 128 search results

  • Rank higher than or equal to their organic search ranking

  • Be of the same category as the search query

  • Be of the same product type as at least one non-sponsored product in the top 20 results

Article last updated September 22, 2021. If you find this information to be out of date, please contact

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