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Guide

Walmart Connect solutions: Sponsored Search

Last updated on Apr 3, 2025

Reading time: 2 min

In this guide:

Overview
How does it work?
Additional guidelines
Frequently asked questions
Helpful resources

Overview

Sponsored Search advertising from Walmart Connect gets your brand and products in front of customers who are actively searching and browsing Walmart’s site and app for products like yours. You only pay when customers click your ad. There are three ways to use Sponsored Search advertising: Sponsored Products, Sponsored Brands and Sponsored Videos.

How does it work?

Sponsored Products ads are served to customers actively searching for products like yours on Walmart's site or app. They appear on prominent, high-traffic spots such as the homepage, browse, search, item and stock up pages.

You can submit bids for Sponsored Products ads. Ads are selected based on relevancy and bids. The most relevant product with the highest bid wins the ad placement.

Sponsored Brands sends your brand logo and products to the top of relevant search results. This premium placement is available to Marketplace brand owners registered with the Walmart Brand Portal. Sponsored Videos are a premium ad placement designed to improve the visibility of advertised items within search results using high-quality video ad creative.

All three ad placements are sold on a cost per click basis, which means you only pay when a customer selects your ad.

Visit the Advertising page in Seller Center to learn more about how Walmart's advertising solutions can help you grow your business.

Additional guidelines

Below is a list of the different ways to use Sponsored Search advertising and their eligibility requirements to advertise your items on Walmart Marketplace.

Product type	Description	Example
Sponsored Products	To be selected, your product must meet the following:  Product is in stock  Product is winning the Buy Box  Product is published on Walmart.com
Sponsored Brands and Sponsored Videos	You must be a brand owner and meet all the following criteria:  Based in the United States, China, Hong Kong, United Kingdom or India Rights owner registered with the United States Patent and Trademark Office    Onboarded to the Walmart Brand Portal, Walmart’s intellectual property rights management platform

Product type

Description

Example

Sponsored Products

To be selected, your product must meet the following: 

Product is in stock 
Product is winning the Buy Box 
Product is published on Walmart.com

Sponsored Brands and Sponsored Videos

You must be a brand owner and meet all the following criteria: 

Based in the United States, China, Hong Kong, United Kingdom or India
Rights owner registered with the United States Patent and Trademark Office   
Onboarded to the Walmart Brand Portal, Walmart’s intellectual property rights management platform

Notes

All variants are eligible for Sponsored Products campaigns if they meet the above requirements.  

Frequently asked questions

Which type of Sponsored Search ads are best for me?

What are some differences between Sponsored Products, Sponsored Brands and Sponsored Videos?

Below are the major differences between the three ways to use Sponsored Search:

Sponsored Products: Help boost product visibility and conversions by showcasing your listings in Walmart search results.
Sponsored Brands: Drive conversion and help drive brand awareness by allowing sellers to customize their ad creative with a logo and custom headline. Sponsored Brands can especially benefit smaller brands, newer brands and brands with new products that may not yet have high organic search rankings in Walmart search results.
Sponsored Videos: Help brands and products stand out in search results with video ads that capture customer attention through motion, sight and sound. These videos can help influence Walmart shoppers’ decisions by showing them product benefits at the consideration point of their shopping journey.

Can I use all Sponsored Search options at once? Sponsored Products, Sponsored Brands and Sponsored Videos? 

How much do Sponsored Products cost?

How do I register my brand on Walmart Marketplace?

What other advertising solutions can I use on Walmart Marketplace?

Are all items eligible for Sponsored Search?

Helpful resources

Tell us what you think

Walmart Marketplace advertising solutions: Overview

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About Walmart.com

Walmart Inc. (NYSE:WMT) helps people around the world save money and live better- anytime and anywhere - in retail stores, online, and through their mobile devices. Each week, approximately 240 million customers and members visit more than 10,500 stores and numerous eCommerce websites in 20 countries. With fiscal year 2023 revenue of $611 billion, Walmart employs approximately 2.1 million associates worldwide. Walmart continues to be a leader in sustainability, corporate philanthropy and employment opportunity.