Walmart just announced something big for marketplace sellers — the Walmart+ badge is now available for items you fulfill yourself. This is very similar to what Amazon did years ago when Prime was initially available only for FBA listings, and later expanded to Seller Fulfilled Prime. Walmart is now following the same path with its own version, called Walmart+ badge for Seller Fulfilled Services (SFS W+ badge).
Why this matters
Until now, the Walmart+ badge was reserved for WFS (Walmart Fulfillment Services) items. With this update, sellers who handle their own fulfillment can now compete for more visibility, trust, and conversions.
Benefits of the Walmart+ badge
• Boosted visibility – Listings with the badge appear higher in search results.
• Increased trust – Walmart+ members recognize these listings as fast, free, and reliable.
• Access to events – Badged listings are more likely to be included in Walmart’s promotional campaigns.
How to qualify
To earn the Walmart+ badge for your self-fulfilled listings, sellers must:
• Ship free to Walmart+ members in 3 days or less.
• Maintain 90%+ On-Time Delivery and under 2.5% Seller Cancellation Rate.
• Be based in the U.S.
You can enable this directly from Seller Center by visiting the Walmart+ page, then selecting Auto Enroll (to apply to all eligible items) or Manual Enroll (to pick specific listings).
Walmart is clearly expanding the tools available to high-performing sellers — giving them more ways to compete with WFS and reach Walmart+ members directly.
If you already fulfill your own orders quickly and reliably, this is your chance to stand out.
