How to Write a Great Walmart Listing: A Practical Guide for Marketplace Success
Apr 30, 2025
Tips
Walmart
by Troy Velie
If you're listing products on Walmart Marketplace, communicating well to your customers in your product copy is a must. A well-crafted listing can boost search visibility, increase conversions, and help reduce listing errors or suppressed products. Whether you’re just getting started or fine-tuning your catalog, this guide breaks down how to write a high-performing Walmart product listing from title to description.
1. Find your Relevant Keywords to get found by customers
Finding the appropriate keywords for your product listing doesn’t have to be complicated, there are plenty of tools to assist you in finding the right phrases.
Walmart Keyword Research - Helium10 is one of the industry leaders, with their SEO tools “magnet” and “cerebro” which let you filter for Walmart specific phrases. These tools let you see an estimate of the monthly search volume of each phrase, so look for high search volume phrases and then choose the keywords that most closely match your product.
Chrome Extension - Additionally, using Helium10’s chrome extension “XRAY,” you can perform a “Reverse Product ID Search" to see estimated monthly revenue for your competitors. This information will help you determine which of your competitors are succeeding on Walmart’s marketplace and might be worth modeling your keywords after.
If you’re on a budget - You can sacrifice accuracy to get a free list of keywords using “Google Ads” from their “Keyword Planner” tool. This also lets you view monthly search volume for different phrases, however these numbers will differ from Walmart’s ecosystem significantly. Use your best judgement to find keywords in alignment with your product that you can benefit from having in your listing.
2. Titles - Keep it Clear and Keep them Short
Walmart only gives you 75 characters to work with, which has to include your brand, so every word counts. The features of a Walmart title are:
Brand Name
Product Name or Model
Key Feature or Style
Size/Color
In terms of best practices for Walmart, try to adhere to the following guidelines:
Keep it between 50–75 characters.
Use 1-2 of your Relevant Highest-Volume Keywords
Don’t repeat the same word more than twice (Walmart policy).
Avoid promotional phrases like “Best” or “Top Rated.”
Example:
Nike Air Max Plus Men’s Running Shoes – Black/White, Size 11
3. Focus on High-Impact Bullet Points
Walmart allows up to 5 key features (AKA Bullet Points). These are meant to be short as well and not repetitive, aim for 2-3 Keywords to fit in here. You’ll want to include the important features and benefits of your product.
Example:
Air Cushioned Shoes for all-day comfort
Breathable mesh upper keeps feet cool
Durable rubber outsole offers strong traction
Sleek Design makes these perfect Trainers for Sports
Midfoot support adds extra stability
4. Write a Simple, Value-Driven Site Description
The description should tie everything together without just repeating the bullets. This is a good place to fit additional Keywords you’re targeting, just remember to keep your copy conversational, clear and benefit-focused. If your product doesn’t need much further clarification, find a different way to convey that information as Walmart doesn’t like exact repetition of phrases.
Example:
The Nike Air Max Plus combines sleek streetwear style with all-day comfort. Featuring signature Tuned Air cushioning and a breathable mesh upper, this performance sneaker is perfect for running, walking, or everyday wear.
5. Don’t Forget Backend Attributes
Walmart shoppers love to use filters when they shop so naturally Walmart’s search algorithm relies heavily on metrics that shoppers can use to narrow their search query. Make sure they’re accurate and complete.
Example:
Shoe Size / Width
Color / Pattern
Style (e.g., Running Shoe, Casual Sneaker)
Material (e.g., Mesh, Rubber Sole)
Gender / Age Group
Final Thoughts: Simplicity Sells
Writing Walmart listings is all about clarity, relevance, and speed. You don’t need clever wordplay, you need to communicate value fast and solve the shopper’s needs. It’s important to focus on the tangible benefits to the customer, give example use cases and adhere to strong formatting.
We get that Business owners tend to have a lot on their plate, so if you would like to save some time having our professional copywriters handle this we would be happy to help. Our team at Step by Step has years of experience writing professional sales copy for a large variety of products. We can help you stand out on the digital shelf, click here to get in touch with us.
About Troy Velie
I started my own Private Label Amazon Business 6 years ago and immediately witnessed the impact that having an effective ranking strategy can have in driving traffic. To that end I’ve devoted my time to understanding, improving, and optimizing strategies that deliver exceptional results in improving visibility and reach for any online business.
