How to find products in your catalog Walmart customers already want

Key takeaways

• Use customer demand to decide where your catalog work will have the most value. Walmart Customer Favorites can help you prioritize which products to list, fix, restock, or monitor instead of working through your catalog without a clear order.
• Customer Favorites still need the fundamentals to succeed on Walmart. Keeping these products in stock, competitively priced, healthy, and supported by strong fulfillment puts them in a better position to capture the demand Walmart has identified.
• Zentail connects Walmart's customer demand data to the products already in your catalog. This makes it easier to find Customer Favorites, see which ones need attention, and prioritize the catalog work that could get more in-demand products live and selling.

A 10,000-SKU catalog can create 10,000 decisions about what to sell on Walmart. Which products should you list first? Which listing errors are actually worth fixing? Which out-of-stock products should you prioritize getting back online?

Not every SKU deserves the same amount of attention. Walmart Customer Favorites can help you narrow the list by showing you which products have customer demand behind them. And when you can match that information against your own catalog, you can identify high-opportunity products that are already live, products that need attention, and products you haven't brought to Walmart yet.

Here’s how to use Customer Favorites to decide where to focus first.

Start with what Walmart customers already want

Walmart Customer Favorites are products Walmart has identified based on what shoppers are searching for and buying on Walmart.com, along with shopping trends across the broader market.

For sellers with large catalogs, that information makes prioritization much more manageable. Instead of approaching every product as an equal opportunity, you have a smaller group of in-demand products to investigate first.

👉 If you're new to Customer Favorites, read our guide to Walmart Customer Favorites for a deeper look at how they work and the incentives available to eligible sellers.

Your Customer Favorites may already be in your catalog

Finding products with customer demand doesn’t necessarily mean sourcing something new.

If you already sell on Walmart, some of your Customer Favorites may be live, healthy, and generating sales. Others may already exist in your catalog but aren’t currently available for customers to buy.

A Customer Favorite could be:

• in your catalog but never listed on Walmart
• submitted to Walmart with a listing error
• previously listed but now unpublished
• suppressed
• out of stock
• live but not currently purchasable
• disconnected from the system managing its price and inventory

That gives you a much more focused place to look for potential Walmart opportunities. If Walmart has identified a product as a Customer Favorite and you already carry it, understanding why that product isn’t available to buy can help you decide where to spend your time.

How to prioritize Customer Favorites in your catalog

Not every Customer Favorite will deserve the same level of attention. Some may already be live and selling, while others haven't made it onto Walmart yet or have issues affecting their availability. Inventory, pricing, and fulfillment also play a role in deciding where your effort is best spent.

Here’s a practical way to work through them.

1. Start with Customer Favorites that aren't live

Customer Favorites that aren't currently listed on Walmart have no chance to generate a sale.

Start by looking for products you already carry that haven't made it onto Walmart or were previously listed but are no longer live. Some may simply need to be submitted, while others may have missing product information or listing errors that need to be resolved.

These can be valuable opportunities to investigate because you already carry the product and Walmart has identified customer demand for it.

2. Investigate Customer Favorites that need attention

Not every listing issue has the same potential impact. When you're managing a large catalog, Customer Favorite status gives you another way to decide what deserves attention first.

Look for Customer Favorites that are out of stock, suppressed, not purchasable, or otherwise need attention. Then investigate what's happening with each product and what it would take to resolve the issue.

A catalog may have hundreds or thousands of products that need work at any given time. Knowing which of those products also have customer demand can help you make a more informed decision about what to tackle first.

3. Keep an eye on listing health

Marketplace listings need ongoing attention. Products can go out of stock, listing errors can appear, and other issues can affect whether an item is available for customers to buy. Regularly reviewing listing health helps you catch those problems before a high-priority product spends days or weeks unavailable to customers. It's also worth revisiting your priorities over time. Walmart refreshes Customer Favorites monthly as customer demand changes, so the products that deserve your attention can change too.

For a large catalog, this shouldn't mean manually checking every SKU. You need a way to quickly identify when important products need attention and understand what's keeping them from being healthy and available to buy.

4. Make sure you're prepared to support the demand

Customer Favorite status tells you there's demand for a product. Before prioritizing it, make sure your business is in a position to support that demand.

Look at how much inventory you have available, how quickly you can replenish it, and whether you can reliably keep the product in stock. A product that repeatedly runs out of inventory won't be able to capture much of the opportunity you've identified.

This is also a good reason to look beyond whether a product is simply "live." A healthy Walmart assortment requires ongoing inventory management so the products you've prioritized remain available when customers want them.

5. Look at price and fulfillment

Once a Customer Favorite is live, healthy, and in stock, consider whether your offer is competitive.

Look at your pricing and the shipping experience you're providing customers. Depending on the product and your operation, that may also mean evaluating whether Walmart Fulfillment Services (WFS) makes sense.

These decisions can affect more than the product's ability to compete. Eligible Customer Favorites may also qualify for Walmart's current referral-fee incentives when pricing and shipping requirements are met, with additional savings available for eligible products fulfilled through WFS.

Customer Favorite status gives you a strong reason to investigate a SKU, but it doesn't guarantee that SKU will sell. Listing health, inventory, price, and fulfillment all determine how well positioned you are to turn that customer demand into sales.

How Zentail helps you find these opportunities at scale

All of this is fairly straightforward when you're looking at a handful of products. It's much harder when you're managing thousands.

Zentail identifies which SKUs in your existing catalog are Walmart Customer Favorites and brings that information directly into the same place you manage your Walmart listing health. From Zentail's Listing Status page, you can filter your Walmart catalog to Customer Favorites. The entire view then updates to show what's happening specifically with those products.

You might find, for example, that you have 500 Customer Favorites in your catalog. Most are healthy, but 40 have never been listed, 25 have listing errors, and another 15 are out of stock. Now you have a much more manageable list of products to investigate.

What if you're not selling on Walmart yet?

One of the biggest questions when expanding to another marketplace is where to start. If you have 10,000 products in your catalog, getting all 10,000 ready and listed at once can be a major undertaking. Testing a few top sellers from another channel doesn't necessarily tell you much about what Walmart customers want, either.

Customer Favorites give you another option: start by identifying which products in your existing catalog Walmart has already identified as in demand. That can give you a more focused group of products to evaluate as you build your initial Walmart assortment.

Zentail can help you identify those opportunities and support the process from ingesting your catalog data and activating Walmart through continued operations once you're live.

Put your catalog effort where it matters

You don't need to give every SKU in your catalog the same amount of attention. Customer Favorites can help you narrow a large catalog into a much more useful set of opportunities. From there, listing health tells you what stands between those products and Walmart customers.

For some products, the fix might be filling in missing product data and listing them for the first time. For others, it might be resolving an error, replenishing inventory, or reconnecting a listing. The important part is knowing where to look.

Already using Zentail? Head to your Walmart Listing Status page and filter to Customer Favorites to see which products deserve your attention.

Considering Zentail? See how Zentail can help you find Customer Favorites in your catalog and get more high-opportunity products live and selling. Let’s chat!