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Walmart Fulfillment Services (WFS)
The Price Incentives program helps you improve your sales by helping to ensure that customers are offered competitive prices for Marketplace items. The program consists of two different types of incentive adjustments: Walmart-funded and Reduced Referral Fees. In this guide, you’ll learn about each incentive type.Â
How does it work? Â
Walmart-funded
Walmart will lower the item price on Walmart.com to make it more competitive, while providing you with full funding of the price difference between your original price and the adjusted price. Your price is then adjusted to help keep it market competitive, and the incentive will be auto applied to your orders. Refer to the illustration below as an example:Â
Program enrollment | Eligible items are automatically subsidized unless opted out. You can opt-out of price incentives for specific items and/or turn off Walmart-funded incentives if you don’t want to participate in the program at all. For more information, visit Walmart-funded incentives: Program enrollment. |
Item enrollment | If you want to actively participate in the program, but don’t want to include every item in your catalog, you can manage enrollment for each of your items individually and in bulk. For more information, visit Walmart-funded incentives: Manage item enrollment. |
The incentive amount may vary per sale and is subject to a maximum cap beyond which the item price is restored back to your last submitted price and no incentive is applied. The incentive amount applied on an order is reflected in your Payment report.Â
Reduced Referral Fee
Walmart will provide a reduced Referral Fee if you keep the eligible item’s price at or below the suggested target price. If the price is increased above the target price or unenrolled, the reduced Referral Fee won’t be applied, and the standard Referral Fee will be applied.  Refer to the illustration below as an example:Â
Item enrollment | You must choose to enroll recommendations for each eligible item. Each incentive recommendation comes with a specific expiration date after which the standard Referral Fee will be applied to the item.  For more information, visit Reduced Referral Fee incentives: Manage item enrollment. |