Walmart’s algorithm, Polaris, is more literal and structured than Amazon’s. While Amazon uses behavioral signals like purchase history and personalization more heavily, Walmart emphasizes exact-match keyword relevance, price competitiveness, and inventory availability. Unlike Amazon, it doesn’t rely as much on backend keywords — what’s visible on the page matters most. Structured data (like attributes) has higher weight, and Walmart favors listings with accurate specs, fast shipping, and competitive pricing over promotional tactics.
What are the top-ranking factors for Walmart SEO in 2025?
Key factors include:
Exact-match keywords in titles, descriptions, and key attributes (e.g., color, size, use case).
Walmart Fulfillment Services (WFS) enrollment – gives listings better visibility.
In-stock rates and fast shipping (2-day delivery preferred).
Price parity — avoid being more expensive than your listing on Amazon.
Structured content — rich attributes, compliant product specs, and clean formatting that Walmart’s system can parse.
Mobile-optimized images and videos also now influence engagement signals.
How do I optimize Walmart product titles and descriptions?
Walmart favors clear, front-loaded, literal titles (not overly keyword-stuffed or poetic). Best practice: Brand + Product Type + Key Feature + Size/Count. Avoid fluff. Use exact phrases customers search (e.g., “Gluten-Free Snack Bars – 12 Pack”) and match key attributes. Descriptions should be benefit-led, include keywords naturally, and reinforce product value clearly. Keep formatting clean — no emojis or excessive symbols — and mirror top-converting competitor formats where possible.
Does Walmart favor its own fulfillment (WFS) in rankings?
Yes. Listings using Walmart Fulfillment Services (WFS) often gain a visibility boost. WFS guarantees faster delivery and higher trust for Walmart shoppers, so the algorithm tends to reward WFS listings with better placement, especially in competitive categories. Additionally, WFS sellers are eligible for 2-day shipping tags, which increase both CTR and conversion. It’s not mandatory — but sellers not using WFS may be at a competitive disadvantage.
What’s the best way to drive organic traffic on Walmart Marketplace?
Combine keyword-rich, structured PDPs with WFS enrollment, competitive pricing, and clean compliance. Use Walmart Listing Quality Score (LQS) as a diagnostic to improve visibility — aim for >90. Also:
Monitor search terms via Walmart's Analytics Dashboard.
Keep titles concise but relevant.
Use A+ rich media (where available).
Leverage early reviews from verified buyers to build trust.
Avoid listing mismatches or duplicate content from Amazon — Walmart penalizes poor data hygiene more strictly.