The document discusses navigating Walmart.com's extensive style guide for selling products on their marketplace. It covers benefits of enriched content like increased revenue and conversion rates. Specific guidelines are provided for product names, images, videos, variants, descriptions, attributes, and backend keywords. Key takeaways emphasize telling the value proposition, using great content and SEO, relevant keywords, and being concise.

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Navigating Through the
Extensive Style Guide for
Selling on Walmart.com

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Speaker
Navigating Walmart.com’s extensive style guide

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1. Benefits of Enriched Content
● Product Names
● Product Images
● Product Videos
● Products Variants
● Product Descriptions
2. Product Descriptions
● Short Description
● Long Description
3. Product Attributes & Tags
Agenda
Navigating Walmart.com’s extensive style guide
1. Product Shelf Description
2. Product Backend Keyboards
3. Key Takeaways
1. Product Shelf Description
2. Product Backend Keyboards
3. Key Takeaways
4.
5.
6.

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Benefits

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Navigating Walmart.com’s extensive style guide
Benefits of Enriched Content
Increase in Revenue
Higher Conversion Rates
Improved Discoverability
● They key to being successful in a large online marketplace is the discoverability
of your products vs your competitors' products.
● Utilizing content properly will increase your ranking on the platform.
Higher External
Search Ranking
● Increased conversion rates = Increases in Revenue
● Detailed content is the best way to convey the value proposition of your product
to the consumer.
● A consumer is much more likely to convert on a product online when it has clear
and concise information regarding its use.
● Increases in external search ranking increases the traffic to your detail pages,
therefore increasing organic ranking on the marketplace.

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Navigating Walmart.com’s extensive style guide
Benefits of Enriched Content
Increase in Revenue
Higher Conversion Rates
Improved Discoverability
● They key to being successful in a large online marketplace is the discoverability
of your products vs your competitors' products.
● Utilizing content properly will increase your ranking on the platform.
Higher External
Search Ranking
● Increased conversion rates = Increases in Revenue
● Detailed content is the best way to convey the value proposition of your product
to the consumer.
● A consumer is much more likely to convert on a product online when it has clear
and concise information regarding its use.
● Increases in external search ranking increases the traffic to your detail pages,
therefore increasing organic ranking on the marketplace.

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Navigating Walmart.com’s extensive style guide
Benefits of Enriched Content
Increase in Revenue
Higher Conversion Rates
Improved Discoverability
● They key to being successful in a large online marketplace is the discoverability
of your products vs your competitors' products.
● Utilizing content properly will increase your ranking on the platform.
Higher External
Search Ranking
● Increased conversion rates = Increases in Revenue
● Detailed content is the best way to convey the value proposition of your product
to the consumer.
● A consumer is much more likely to convert on a product online when it has clear
and concise information regarding its use.
● Increases in external search ranking increases the traffic to your detail pages,
therefore increasing organic ranking on the marketplace.

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Navigating Walmart.com’s extensive style guide
Benefits of Enriched Content
Increase in Revenue
Higher Conversion Rates
Improved Discoverability
● They key to being successful in a large online marketplace is the discoverability
of your products vs your competitors' products.
● Utilizing content properly will increase your ranking on the platform.
Higher External
Search Ranking
● Increased conversion rates = Increases in Revenue
● Detailed content is the best way to convey the value proposition of your product
to the consumer.
● A consumer is much more likely to convert on a product online when it has clear
and concise information regarding its use.
● Increases in external search ranking increases the traffic to your detail pages,
therefore increasing organic ranking on the marketplace.

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Detailed Best Practices

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Product Names are important for many
reasons:
1. This is the primary way consumers find
your products.
2. It appears on every level of Walmart.com
and outbound marketing.
3. It boosts the internal and external search
results.
Product name format:
Brand Name + Important Attributes + Product
Type
Between 30-70 characters
Do not include symbols
Do not use all caps, capitalize the first letter of
each word.
Navigating Walmart.com’s extensive style guide
Product Names

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Best Practice: 4-7 product images with different
product angles.
• Images should be on a white background as
frequently as possible.
• Lifestyle images can and should be used but do
not set as the primary image in most categories.
• If you have a sizing guide in your category for
your products, add it as the last image.
Acceptable file types: .jpg, .gif, .png format
File names: must be relevant to the product and
include product title or keywords. Do not use
underscores in the image file, utilize spaces.
Navigating Walmart.com’s extensive style guide
Product Images

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In some category's videos are important to
demonstrate specific features of your products.
How to implement a video on your detail page:
1. Above the Fold: leverage a content service
provider that works with Walmart.com (ex.
salsify)
2. Below the fold for free: this will show up below
the product description. Send the youtube link
of your video to you Category Specialist or
Category Lead to upload to your detail page.
Navigating Walmart.com’s extensive style guide
Product Videos

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Variant Types: Color, Weight, and Size
Sizing and Weight: these should just be numbers.
Do not include “Adult”, “Men’s”, or “Children’s” in the
sizing. Do not include a 0 in front of the size or
weight.
Color: Only include the name of the color and a
.jpg of the color swatch.
Navigating Walmart.com’s extensive style guide
Product Variants

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Navigating Walmart.com’s extensive style guide
Product Descriptions Dos
Use an active
voice
Use relevant
keywords
Speak to your
products
benefits
Alleviate
consumer
concerns
Be concise
Do Not’s
Use
hyperbolic
statements
Overpromise
Guarantee
Best Practices: utilize clear and direct
information that is imperative to the
use of your product.

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Word Count:
Large Items & High Average Unit Retail
Items: 450-600 Word Limit.
Smaller Items & Low Average Unit Retail
Items: 150-300 Word Limit.
• Do not underline or italicize.
• Headers can be bolded.
• Include product name 1-2 times.
• Include relevant keywords, do not use
same keyword more than 3 times.
• Do not utilize the same copy from other
online marketplaces you sell on, this will
impact SEO rankings.
• Copy must be unique to Walmart.com
• Spell and grammar check.
Navigating Walmart.com’s extensive style guide
Product Short Descriptions

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Must be listed as bullet points of
attributes and features.
• 5-10 bullet points
• 4,000 character limit, including
spaces.
• Must include the product name in
bold above the list of bullets.
• Include most important features.
• Top Bullets: value propositions or
included items and accessories.
• Middle Bullets: describe material
• End Bullets: describe dimensions
and warranty.
• Relevant keywords, do not use
same keyword more than 3 times.
Navigating Walmart.com’s extensive style guide
Product Long Description & Key Features

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Specifications are listed in a table to the
right of the long product description.
These attributes help the consumer to filter
their search results.
Best Practice: input these attributes during
item setup in Seller Center or Supplier
Center.
Each category has different attributes
needed, reach out to your Category
Specialist or Category Lead to get the
attributes relevant to your category.
Navigating Walmart.com’s extensive style guide
Product Attribute & Tagging

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This is the description that appears when a consumer is searching or browsing on the shelf for a subcategory within Walmart.com.
• Keep it short and sweet!
• 116 character limit
• 2-3 bullet points
• Describes the product in a small amount of bullets providing the most important features of your product.
Navigating Walmart.com’s extensive style guide
Product Shelf Description

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Best Search practices: fill out the keywords box
to ensure that your product is showing up for the
correct and most relevant searches.
Go to Supplier Center or Seller Center (1p vs. 3p)
Choose Item Item Content Tab
scroll down type relevant keywords into the
box, be sure to include product title and brand
name.
Navigating Walmart.com’s extensive style guide
Product Backend Keywords
In Seller Center or Supplier Center

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Key Takeaways

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Navigating Walmart.com’s extensive style guide
Key Takeaways
Tell the value proposition of
your products to make them
stand out!
Great content = Increase
Conversion Rates
SEO is free and beneficial to
your revenue and the consumer
Utilize and repeat
relevant keywords
Be patient as enhanced content
takes time to improve SEO
Be Concise!