Walmart Listing: Your Guide to Marketplace Success

Michelle Thompson

June 17, 2021

Developing a great product is the first step to successfully selling on Walmart.com. The next step? Crafting a high-quality product listing that ensures your product will both show up in product searches and convince shoppers to click “Add to Cart.” Without solid product listings, your products—no matter how great they may be—won’t be seen or purchased.

While high-quality product listings are important on every online marketplace, there are some special considerations you should make while selling on Walmart.com. Whether you’re a veteran or novice on the mega corporation’s online marketplace, the tips below can help you better understand Walmart’s system and optimize your listings to increase both traffic and conversion.

What is the Listing Quality Dashboard, and what role does it play in Walmart listings?

Walmart’s Listing Quality Dashboard is a free tool available to help all Walmart sellers optimize their product listings. The dashboard gives each product listing a quality score out of 100 based on four listing factors: content and discoverability, offer, ratings and reviews, and post-purchase quality.

The content and discoverability score is determined by the clarity and descriptiveness of titles, descriptions, images, and attributes. The offer category is based on product prices, delivery speeds, and in-stock rates. The ratings and reviews category depends on how customers review your product, and post-purchase quality looks at both delivery defects on rates of cancellations and returns.

In addition to the score itself, the dashboard also gives sellers tips to make the listing more effective and thus improve the quality score. The suggestions may tell you if your text is too short or too long, missing keywords, or contains grammatical errors. It’s important to fine-tune your listing to keep your score high—a higher score means your listing will appear higher in Walmart’s organic search rank.

Why is it so important to optimize my Walmart listings?

A high score on Walmart’s Listing Quality Dashboard means your product will rank higher in searches, helping you reach as many potential customers as possible. Walmart is constantly scoring your listing, and the moment your listing quality score drops, your search rank will drop, too.

Consistently high listing quality scores can also help earn sellers a Pro Seller badge, which Walmart describes as “a mark of excellence given to top-performing Marketplace sellers.” This badge can help you win the Buy Box, outrank competing listings, and build consumer confidence in your brand.

Listing scores aren’t the only reason it’s important to optimize your listings—quality listings also improve customer experience, which instills consumer trust in your product and leads to higher conversion rates. To build as much consumer confidence as possible, you should have quality information and consistent branding for your product listings across all marketplaces, not just Walmart. Take care to avoid channel conflict at all costs. The consumer is more likely to trust your brand if it tells a consistent story between Amazon, eBay, Walmart, and any other marketplaces. Plus, if your product is cheaper on one marketplace, you're most likely going to see a drop in sales on the marketplaces with the higher price.

What makes a high-quality Walmart listing?

The Listing Quality Dashboard makes it easy for sellers to define a high-quality listing. Sellers should focus on the same factors that Walmart prioritizes: content and discoverability, offer, ratings and reviews, and post-purchase quality.

Content and discoverability

To earn a high listing quality score, you’ll first want to optimize your listing title. The goal is to include as many key attributes in the product title as you can—like the product’s size or color—while still keeping it concise. The optimal title length varies from category to category, but Walmart’s Listing Quality Dashboard will give you feedback so you know the ideal length for your specific product. In many cases, optimal Walmart titles are shorter than titles that may perform well on marketplaces like Amazon.

The description is another key aspect of Walmart listings that convert. Just like with the title, the key factors to consider are the keywords, complexity, and description length. If your description is too short or too long Walmart will dock your listing quality score, which will affect your organic search rank on-site.

Your listings should include at least six high-quality images. Lower-quality images will not only turn potential customers away from your product but will also lead Walmart to dock your listing quality.

High-quality Walmart listings also include as many discoverability attributes as possible. These attributes are anything that can help shoppers find your product on Walmart.com—they may include the product size, count, brand, color, condition or flavor. Based on the product category, the Listing Quality Dashboard knows what attributes your product should have listed, and it will dock your listing quality score if you’re missing any of those attributes.

Offer

To get the best score possible—and thus the most exposure and sales possible—your products should be competitively priced, consistently in stock, and delivered quickly.

If you’re struggling to deliver your products quickly, Walmart offers several different options that may help. Walmart ThreeDay shipping is available for all Walmart sellers, and sellers can request access to Walmart TwoDay shipping in Seller Center. If neither of those options fits your brand’s needs and capabilities, Walmart also offers discounted carrier rates, Walmart Fulfillment Services, and a partnership with Deliverr.

Ratings and reviews

Consumer reviews and ratings are also considered to determine your listing quality and ranking. High-quality products, detailed listings, and top-notch customer service all contribute to positive organic reviews. To get more reviews quickly, you can participate in Walmart’s Spark Reviewer Program or partner with Bazaarvoice.

Post-purchase quality

Minimizing delivery defects, returns, and cancellations will also help your listings rank higher in search results. Accurate descriptions and high-quality images, which we’ve already discussed, go a long way to ensure customers feel confident in what they are ordering, making them less likely to cancel or return their orders.

What next?

If you need help optimizing your brand’s Walmart listings, you’re in the right place. Our ecommerce experts are equipped to improve your brand’s presence on Walmart.com and increase both traffic and conversion—at no cost to you. Schedule your free consultation today.

Explore Our Ecommerce Resource Library

Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.

Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Sept 20, 2022

4 Ecommerce Marketplace Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.