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Search In-grid
Provides:
Contextual visibility – ads appear in both search results and browse pages.
Use to:
Promote relevant products to shoppers based on what they’re viewing or searching.
Protect your brand by keeping your products visible when competitors appear in top positions.
Increase exposure by showing in both sponsored and organic in-grid placements.
Details:
Featured ad slots in top search results can vary in number and position.
Available for both automatic and manual campaigns.
How many placements are available per page?
Out of 40 products, there will be 8 ad slots per page
No more than two ads serve at one time per section, with a maximum of 6 ads per page
To be eligible for search in-grid placements, your products must meet some relevancy requirements that are unique to Walmart:
Your product must be in the same category as the search term or match the category of a product in the top 20 organic listings
Your promoted product needs to appear in a higher position than the organic ranking for the same product
While these rules help ensure a better experience for shoppers, they can make it challenging to advertise new products on key in-feed placements. Without an existing organic ranking, it’s harder for new items and emerging brands to win visibility on strategic keywords and break into competitive categories.
You can work around these challenges by:
Using Auto campaigns to access other high-visibility placements—such as Carousels and the Buy Box—that aren’t restricted by the same relevancy rules and are better suited for promoting newer SKUs.
Optimizing your item titles to include the most important, highly relevant keywords for each product to improve relevancy and support better placement over time.
My Items In-Grid
Provides:
High-visibility placement for existing customers at a key moment in their Walmart shopping journey—when they’re reviewing past purchases and finalizing their cart.
Use to:
Encourage shoppers to re-add items they’ve purchased before
Remind customers to restock products they may be running low on, using a “Bought x times” message
Featured ad slot:
Appears in the relevant category grid within the Reorder section of a customer’s My Items page
Clicking the Add button places the item directly into the customer’s cart
Ads must promote an in-stock item the customer has previously purchased
Ads appear before organic results
Up to 50% of the category grid can be ads
Available for Automatic Campaigns only
Carousels
Provides:
Broader visibility across the shopper journey. Your ad can appear on browse and category pages, curated shelves, at the bottom of search results, and in the middle and bottom of product detail pages within personalized modules such as Customers also viewed, Customers also considered, and Customers also bought.
Use to:
Promote highly relevant products
Defend and grow market share for your top sellers
Featured slots:
Product Carousels appear on Search Results, Browse pages, and Item pages, with up to 20 Sponsored Products per carousel.
Up to 1 Sponsored Product carousel per Search Results page
Up to 2 Sponsored Product carousels per Item page
Ads can also appear in Personalization Carousels on the product detail page in the modules Customers also viewed, Customers also considered, and Customers also bought, with up to 8 Sponsored Products per carousel.
More than one personalized carousel may appear on a page.
Available for both Automatic and Manual campaigns and include "Item Carousel" and "Search Carousel" placements.
These placements are beneficial:
Since these placements do not adhere to relevancy hurdles like Search In-grid placements, these can be used to bring high visibility to unestablished SKUs to gradually increase organic rank and eventually be eligible for premium Search In-grid placements
Ample visibility across the site makes Carousel ads great for driving new-to-brand consumers browsing the category
Eligibility
No relevancy requirements are needed!
Buy Box Banner
Provides:
A premium, high-visibility placement on the product detail page, helping drive more traffic, reviews, and sales.
Use to:
Qualify for Sponsored Products
Improve click-through rates (CTR)
Increase conversion rates
Direct shoppers to your Walmart product or shelf page
Featured ad slots:
The Buy Box appears on the product detail page of a relevant or complementary product
It’s a highly competitive position, as multiple sellers can offer the same item
Only one Buy Box placement is available per page
Available in both Automatic and Manual campaigns
These placements are beneficial
Since these placements do not adhere to relevancy hurdles like Search In-grid placements, these can be used to bring high visibility to unestablished SKUs to gradually increase organic rank and eventually be eligible for premium Search In-grid placements
How many placements are available per page?
One placement per page
Eligibility
No relevancy requirements are needed!
Stock up
Provides:
Increased visibility by alerting shoppers to forgotten or undiscovered items with a “Missing anything?” message displayed above the products.
Use to:
Promote highly relevant products
Protect and grow market share for top-selling items
Featured ad slots:
Ads appear when customers are finalizing their carts
Your ad is served based on whether the shopper currently has grocery items in their cart or has purchased groceries in the past
No more than two ads appear per carousel
Stock Up is currently available to suppliers only
Other Related Articles
Explore additional resources in our Help Centre that may assist you with other Search-Insights-related questions.