Walmart Content Requirements

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Store Automator
  • Updated

Product Name Guidelines

1-Recommended 50-75 characters

2-Note that Walmart starts to shorten the product title after 50 or so characters on both desktop and mobile

3-Find a “Unique” name 

4-Capitalize the first letter of each word except for “Article”, “Conjunctions”, “Prepositions and Acronyms” do not use all caps

5-If product is part of a variant group, do not mention just one variation (like color) in your title

6-Include a few attributes that describe the product 

7-Do not use special characters and symbols

8-Do not include promotional phrases like “best seller” or “free shipping”

9-Do not include info about yourself or company

10-Do not include any references to other marketplaces, like “sold on Amazon”

11-The product type should be clear; use a “Keyword” that describes your product

12-Recommended formula by Walmart: Brand + Product Line (if applicable) + Size/Power (if applicable) + Defining Quality + Item Name + Pack Count

 

Description Guidelines

1-Minimum 150 words for one paragraph

2-Recommended at least 1,000 characters in length, or a list of 10 to 30 benefits

3-Repeat your product name in the first line

4-Include your product name, brand and keywords (including synonyms of your root keyword)

5-Consider formatting your descriptions with headings and body paragraphs for easy scanning

6-Think from your customers’ shoes and try to mimic an in-store experience by answering their most important questions, e.g., how to use your product, what makes it unique, etc.

7-Be conversational and inviting in your tone

8-Consider adding rich media, like product videos and size guides, by tapping one of Walmart's certified Content Solution Providers‍

9-If you're writing copy for a base-variant page (multiple color or sizes), do not mention color or size information in the description; this should be included in the item page

10-Same exclusions as Walmart Product Name Guidelines

 

Keywords (Bullet Points) Guidelines

1-Minimum of “three” bullet points

2-Maximum 80 characters (space included) per bullet point

3-Recommended a list of 5-10 main features and benefits

4-Capitalize first letter of each bullet point

5-Write as sentence fragments and do not include ending punctuation

6-Copy must be unique (do not copy from another site)

7-Reiterate important information from title and description

8-Put the most important features first

9-Keep the information specific to the product and make it easy to understand

10-Be clear 

11-Do not include generic, repetitive, hyperbolic ("everyone's favorite brand") 

12-If you're writing copy for a base-variant page (multiple color or sizes), do not mention color or size information in the key features section; this should be included in the item page

13-Same exclusions as Walmart Product Name Guidelines

 

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