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Creating Quality Listings for Walmart

The basic data for each listing will be consistent no matter what, but most listings need to be tailored somewhat based on different channel mechanics. Here we’ll go over some of the more challenging aspects of creating successful and professional-looking listings for Walmart Marketplace.

You can use guides like our template for creating a single product or our guide to using spreadsheets to create lots of products at once, but for the nuances and minor details that will affect conversion, ranking, and competitive edge, you can review the tips from our experienced team below.

At a Glance

What basic data does every listing need before it can be published?

  • SKU
  • Product Identifier (UPC, GTIN, or an exemption)
  • Title
  • Description
  • Category
  • Image
  • Tax Code


As you scale, it becomes increasingly important for your products to each have the same SKU on each platform. In order to keep this kind of uniformity, you need to avoid using special characters and spaces in your SKUs. For the best results, use only letters and numbers in your SKUs and make sure that each product has the same exact SKU on every selling channel.

Product Identifiers

What identifiers does Walmart accept?

  • UPC (unified product code)
  • EAN (European article number)
  • GTIN (Global Trade Item Number)

If you don’t have UPC codes, you can purchase them from GS1. Purchasing UPC codes from any other source puts you at risk of rejection from Walmart. It’s very common for UPC resellers to sell used or invalid UPCs, which will be rejected by Walmart.

Product titles

Titles are your listing’s first connection to Walmart’s search engine. Walmart titles need to be between 50 and 75 characters long and should not be an exact copy of titles used elsewhere. Walmart recommends that you follow this format: Brand + Clothing Size Group (if applicable) + Defining Quality + Item Name + Style (if applicable) + Pack Count.

If your product has a model number, include it in the title. For variant groups, add variation information in the key features area rather than the title.

Let’s say you’re selling a circular white coffee table from a design series called “Wisha”. Here are some examples of good and bad title options:

  • Good: Stella Brand Circular White Coffee Table Wisha Model 5555
  • Bad: Wisha Circular White Coffee Table
  • Bad: Wisha Model 5555


Descriptions must be 150 characters or more and should differ from your descriptions on other platforms. Include the same information you added in the title, but in a more conversational way. For example, you might start out with something like, “Stella’s circular white Wisha coffee table model 5555 is elegant and durable.” You should also add as many possible search phrases as possible.

Walmart also talks about description content in their SEO best practices in their Seller Help documentation.


Main images must be 500 x 500 pixels and in JPEG, PNG, or BMP format. Walmart does not allow sellers to feature logos or accessories that do not come with the product. Backgrounds must be seamless white (255/255/255 RGB) and excessive space around the image must be trimmed. Fashion images have additional requirements.

Additional images can have other kinds of backgrounds; An outdoor setting would be suitable if a grill were being sold. Main images must show a frontal view of the item, while additional images can show rotated views. Swatch images can be much smaller but are generally only used in certain kinds of variant groupings.

If your images are hosted somewhere, you’ll need to make sure Walmart accepts the links that you provide. In their image requirement documentation, they mention which kinds of Dropbox links they accept. GeekSeller is also a great solution for hosting Walmart images, or you can see if hosting directly with Walmart works for you.

Tax Codes

Each tax code signifies a different shipping method. Walmart provides a list of tax codes with descriptions that each seller needs to review in order to select the correct tax codes for each product.

Key Features

Include 3 – 10 of your product’s most important features. Things like age range, durability information, or specific limitations. List key features in order of priority and avoid using general statements like, “High quality” or “Must-have.”


Variation information is one of the most challenging things to get right when creating new listings. Walmart may reject an entire product group for something as simple as a miss-capitalization of a variant attribute.

When you use GeekSeller to create your Walmart listings, our system makes it straightforward and easy to track. You can also contact one of our support experts for help double checking your variations before you publish your products.

Error Fixing

When a listing is complete in GeekSeller, the next step is to export it to Walmart. Each export creates a “feed” that tracks the progress of the data sent to Walmart. A “feed” can contain a mixture of failures and successes with reason codes from Walmart and GeekSeller on how to fix errors.

The Export Statuses section of your GeekSeller account displays each feed with a time stamp and a count of failures and successes. You can use this page to track the progress of your exports and to actively work on fixing and re-exporting products that need help.


Offering fast and affordable shipping is a large part of being competitive on Walmart’s online marketplace. Orders must be shipped by the end of the next business day unless a lag time exception has been granted. Sellers who fail to meet shipping standards may have their accounts suspended or terminated if their Order Defect Rate enters a certain range.


Walmart strives to provide buyers with the best prices on the market. In order to uphold this standard, they regularly compare marketplace listings to items on competing sites. Walmart may unpublish listings with prices that they deem uncompetitive.
To give your listings the best chance of staying live on Walmart, you need to keep your prices as low as possible. You can do this by using a repricer to automatically adjust pricing within your own defined range.

In Action

Whether you’re adding new items, refining your existing catalog, or just getting started, these tips will help ensure your success on the Walmart marketplace. If you have any issues with your listings, be sure to visit the Export Statuses page in GeekSeller to track their progress and review any errors and remember that the GeekSeller team is here to help you!

About the Author


This post was written by the GeekSeller team.

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