Walmart Connect: A Full Guide
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If you’re selling on Walmart Marketplace, understanding Walmart Connect is no longer optional — it’s essential. As Walmart becomes a serious contender in the eCommerce space, its advertising platform gives sellers powerful tools to boost product visibility, increase sales, and scale faster.
In this guide, we’ll break down exactly what Walmart Connect is, how it compares to Amazon Marketing Services (AMS), and why it’s one of the smartest moves you can make as a Walmart seller.
What is Walmart Connect?
Walmart Connect is Walmart’s official advertising platform, designed to help brands and sellers promote their products on Walmart.com, the Walmart app, and even inside physical Walmart stores. Much like Amazon PPC, Walmart Connect uses a pay-per-click (PPC) model, where you only pay when someone clicks on your ad.
But Walmart has something Amazon doesn’t: direct access to omnichannel data — meaning insights from both online activity and in-store purchases. This makes the platform incredibly powerful for targeting shoppers based on real behavior.
How Walmart Connect Works
Walmart Connect offers a range of ad types tailored to different parts of the buyer journey.
The most popular are Sponsored Search Ads, which appear right in the Walmart search results and on product pages. These can be set up with either automatic or manual targeting. With automatic campaigns, Walmart selects the keywords for you based on your product listing. With manual campaigns, you have full control over keyword selection and bidding strategies.
Another key option is Walmart Display Ads. These ads appear throughout the Walmart ecosystem — not just on the website or app, but across third-party websites as well. They can be used to retarget previous visitors, reach customers who viewed similar items, or simply build brand awareness.
And then there’s in-store advertising — a unique feature of Walmart Connect. Brands can display digital ads on self-checkout screens, in-aisle signage, and other digital displays
inside Walmart’s physical locations. This blend of digital and brick-and-mortar reach is something no other eCommerce platform currently offers at scale.
Why Use Walmart Connect?
The main reason sellers use Walmart Connect is simple: visibility. With over 120 million unique monthly visitors to Walmart.com and millions of daily in-store shoppers, Walmart gives you direct access to a huge customer base.
But beyond visibility, the targeting power is what sets Walmart Connect apart. Because Walmart knows what customers are buying in-store and online, it allows advertisers to reach specific audiences with greater precision than most platforms.
Sellers also benefit from better organic search rankings when their products perform well through ads. That means you’re not just paying for clicks — you’re investing in long-term growth.
Who Can Use Walmart Connect?
To advertise through Walmart Connect, you need to be an approved Walmart Marketplace seller. While brand registration isn’t always required, having it gives you access to more advertising tools and better analytics. Most 3rd-party (3P) sellers and 1st-party (1P) vendors can launch campaigns directly from their Walmart Seller Center or through Walmart Connect’s advertising dashboard.
If you're using tools like MOA to find winning products or Inventory Falcon to manage listings, integrating Walmart Connect into your workflow is a natural next step.
Measuring Performance
Walmart provides sellers with detailed analytics inside the advertising dashboard. You can track key performance indicators like ROAS (Return on Ad Spend), click-through rates, impressions, and conversion rates. These insights help you refine your campaigns, adjust bids, and focus on what actually brings results.
Tips for Success with Walmart Advertising
Success on Walmart Connect starts with strong fundamentals. Make sure your product listings are fully optimized — that means clear, keyword-rich titles, compelling product images, and competitive pricing. Run automatic campaigns first to gather data, then switch to manual targeting to refine your reach. And always keep an eye on performance metrics to make data-driven decisions.
Over time, you’ll learn which products convert best, what search terms drive traffic, and how to maximize your ad budget.
Final Thoughts
Walmart Connect is more than just an advertising platform — it’s a gateway to scale your business in the fast-growing Walmart Marketplace. Whether you're launching a new product or trying to gain traction in a competitive category, Walmart's ad tools can make a major difference.
As Walmart continues to invest heavily in eCommerce and retail media, sellers who start using Walmart Connect now will be far ahead of the competition in the near future.
If you're serious about growing on Walmart, Walmart Connect should be part of your strategy. It’s smart, scalable, and designed for sellers who want to win.
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