Transferring Amazon listings to Walmart: 14 dos and don’ts for sellers

Key takeaways

• Selling on Walmart requires more than copying Amazon listings directly. Walmart Marketplace has different taxonomy structures, content requirements, and ranking factors that sellers must optimize for to improve visibility and publish successfully.
• Accurate product data and category mapping play a major role in Walmart listing performance. Incorrect UPCs, poorly mapped attributes, and incomplete product information can create listing errors and reduce discoverability.
• Listing quality, fulfillment performance, and inventory accuracy all influence Walmart success. Sellers who maintain strong operational metrics and optimized product data are more likely to improve ranking and conversion rates.
• Automation helps sellers scale Walmart operations more efficiently. Multichannel listing software can reduce manual work, improve inventory syncing, and help sellers launch products faster across marketplaces.

‍

Amazon sellers expanding to Walmart often assume they can simply copy listings from one marketplace to another. In reality, Walmart Marketplace has its own taxonomy structure, content standards, ranking factors, and listing requirements – all of which can impact whether your products publish successfully and show up in search.

That’s why successful Walmart sellers treat marketplace expansion as more than a copy-paste exercise. Strong product data, accurate category mapping, optimized content, and operational consistency all play a role in long-term growth.

Having worked in multichannel ecommerce for over 10 years, our team has compiled a list of dos and don’ts for moving listings from one marketplace to another. Below are our top tips for expanding from Amazon to Walmart Marketplace, avoiding common listing issues, and getting products live faster.

1. DO verify your product identifiers match the correct Walmart listing

On Amazon, listings are based on Amazon Standard Identification Numbers (aka, ASINs). These are unique identifiers assigned by Amazon to keep its massive product catalog in check. 

Walmart, however, relies on existing product ID numbers, like a UPC or EAN. The issue with this is that there are multiple sources outside of the official barcode authority, GS1, that try to sell you invalid codes for cheap. As a result, some Walmart sellers input incorrect UPCs. If those sellers are the first to list a product and/or Walmart fails to detect the invalid (or even a mis-typed) code, then it’s possible that a code will be mis-matched with an item. Getting your barcodes from GS1 US or through a GS1 US Channel Partners, like Zentail, ensures your product will be connected to your company. 

The takeaway here is to always double check that your product is showing under the right product name. Even if you entered a certified UPC, you may later learn that you’re listed as selling a frying pan when you’re actually selling a pet toy. 

If you find that there’s a product ID mismatch, open a case with Walmart Support to have the issue corrected. 

2. DON’T use invalid or non-GS1 UPCs

Related to the tip above, avoid purchasing aftermarket codes or those that aren’t officially issued by GS1 or a GS1 US Channel Partner, like Zentail. Some of your suppliers may already be GS1 members and provide you with the right UPCs. However, if that’s not the case, then you can get your barcodes easily through Zentail.  

Alternatively, you may be eligible for a UPC exemption. Approval is not guaranteed but you can submit a ticket with Walmart Support, who will then send you a questionnaire asking for details like your product category, company background and reason for exemption. 

3. DO map Amazon listings to Walmart’s product taxonomy

It should come as no surprise that Walmart’s category, subcategories and overall catalog organization is different from Amazon’s. But finding which branch your product belongs to can be tedious if you have a large, diverse catalog. Your product may also align with multiple categories, in which case Walmart encourages you to select just one that seems to be the best fit.

You can use Walmart’s categorization guide for guidance on what types of products each category does and doesn’t cover. Alternatively, you can use a listing automation platform like Zentail that can automatically map your catalog to Walmart’s marketplace. Zentail’s SMART Types tech is specifically programmed to take your Amazon category and translate it for Walmart, plus map and format your attributes properly to avoid listing errors.   

4. DON’T use “other” as your Walmart product category

Keep in mind that as you’re searching for the right product category, you’ll want to avoid choosing “other” as much as possible. Walmart itself says that selecting “other” as your category will make it harder for your product to appear on the digital shelf because you can only input a limited number of attributes for these items. 

5. DO optimize titles, descriptions, and images for Walmart

Walmart Marketplace uses different content standards and ranking signals than Amazon. That means titles, descriptions, bullet points, and images should be optimized specifically for Walmart instead of copied over directly.

Structured product data plays a major role in Walmart search visibility. Clear titles, accurate attributes, high-quality images, and relevant keywords all help improve discoverability and conversion rates.

It’s also important to follow Walmart’s marketplace content guidelines carefully. Misleading claims, overly promotional language, or incomplete product information can hurt listing quality and delay publication. View Walmart’s content rules and image requirements for more information.

6. DON’T copy Amazon listings word for word

One of the worst things you can do when it comes to listing to Walmart is copying your content from Amazon word for word. This is expressly forbidden by Walmart. If caught, your listing could be suppressed or, in the worst-case scenario, your selling privileges could be revoked. 

Aside from this, you throttle your ability to rank high on Walmart. Given Walmart’s unique algorithm and audience base, simply duplicating your content prevents you from optimizing your listing for this new type of buyer and marketplace. 

7. DO understand Walmart’s listing optimization factors

Your content is just one piece of the puzzle. Walmart’s Optimization Triangle involves two other factors: offer and performance. These three components together are what give you the best chance at ranking, according to Walmart itself. 

Your offer is made up of both your price and fulfillment. To fit the bill, you must practice price parity, which means that your landing price (item price + shipping and handling) is on par with what you or any other reseller offers online. 

Meanwhile, Walmart favors sellers who maintain strong fulfillment performance and fast shipping speeds. Furthermore, you should look towards offering various shipping options, backed by a strong inventory management system that ensures that you never oversell. 

8. DO keep product variations grouped together

Avoid breaking your product variants up across multiple listings. Having your variations together in one place makes sure that your customer doesn't have to look far to see the different colors, patterns and options that you offer of your item.

Moreover, creating one variation listing keeps your product reviews together. This gives you a significantly higher chance of ranking on results pages than if you were to scatter reviews by individual variants. To make the most of your variation listings, make sure that every variant has a corresponding image. 

9. DON’T forget about Walmart’s bundles and multipacks

Multipacks and virtual bundles allow you to list your products under differentiated listings. With this strategy, you can sidestep competition and drive up average order value (AOV). Bundles are especially useful for getting customers to try out new products while offering a discount for their purchase and pairing it with their favorite products. 

Note that you’ll have to purchase a separate UPC for your kit or bundle – Walmart will not let you use the same UPC as the single unit of your product.  

10. DO register for Walmart Brand Portal when eligible

Brand Portal is the equivalent of Amazon's Brand Registry (albeit, it’s not as wide-reaching as Brand Registry). With Brand Portal, you can stay in better control of your brand by registering yourself as the official rights owner.

If you see a counterfeit item or an unauthorized reseller on the marketplace, you can submit and track intellectual property claims with ease. Brand Portal will likely evolve to be more like Brand Register and include other brand marketing tools and/or services.  

11. DO use listing automation software to scale faster

Many sellers make the mistake of waiting until they’re at their wits’ end before implementing automation. Automation is just an afterthought that only comes after they’ve already wasted hundreds of hours manually keying in data or stamping out costly listing errors.

See also: WTF Do These Walmart Listing Errors Mean?

Listing automation platforms help sellers centralize product data, map attributes correctly, sync inventory across channels, and reduce costly listing errors. This becomes especially important when managing Amazon and Walmart simultaneously.

Tools like Zentail also help sellers respond faster to marketplace changes by automating taxonomy mapping, listing updates, and catalog management workflows.

12. DON’T choose marketplace software without evaluating scalability

There are a plethora of listing automation tools to choose from, ranging from free software to much more expensive, advanced systems. Selecting the right platform requires a clear understanding of where you want to sell, what’s slowing your business down and how you need to scale. 

Free checklist: How to Pick the Right Ecommerce Software for Your Brand

A word of warning: many listing tools—even the well-known incumbent systems—still require lots of manual setup. ChannelAdvisor, for example, requires you to build custom templates for every channel you sell on. This means having to identify, predict and map attributes yourself. The best tools will offer intelligent tools and/or workflows that simplify this process and live up to their promise of end-to-end automation. 

13. DO use enhanced content and rich media to improve conversion

Like on Amazon, enhanced content on Walmart provides you the opportunity to jazz up your product pages with rich media. You can choose from videos, images, interactive product tours, comparison charts and more. The difference here is that you’ll have to go through a connected content provider to access and deploy enhanced content. 

Rich media has reportedly increased conversions by up to 20% on Walmart. It lets you amplify your branding, as well as illustrate the benefits of your product in ways that static imagery can’t. 

14. DON’T ignore Walmart Sponsored Products

Sponsored Products can give your listings the boost they need to attract sales, gather feedback and propel the listing quality flywheel. They’re easy to spot on Walmart’s category pages and product detail pages. While they’re not a long-term solution in and of themselves, they can kickstart your sales and contribute to your long-term success.

Keep in mind Walmart ads follow a first-bid model as opposed to Amazon’s second-bid model. This model is trickier to manage because if you win an auction, you pay the amount that you bid, no matter if it’s one cent or $100 higher than the second-highest bid. Your CPC can quickly get out of hand if you’re not careful!

Scaling Walmart gets easier with the right systems

Launching on Walmart is relatively easy. Scaling successfully is where things get complicated.

As catalogs grow, marketplaces change requirements, and inventory moves faster across channels, manual listing management becomes harder to maintain. Small issues like incorrect attributes, inventory mismatches, or category errors can quickly turn into suppressed listings, delayed launches, and lost visibility.

That’s why many sellers invest in automation early.

Zentail helps brands simplify multichannel operations by centralizing listing management, improving inventory visibility, and helping teams launch products faster across marketplaces like Amazon and Walmart – without the spreadsheet chaos.

Frequently asked questions

What is the best way to expand from Amazon to Walmart?

The best way to expand from Amazon to Walmart is by adapting listings to Walmart’s marketplace requirements, optimizing product data for Walmart search, and using automation tools to manage inventory, fulfillment, and catalog updates across channels. Zentail makes this easy. Talk to us to find out more. 

How do you transfer Amazon listings to Walmart?

Sellers typically transfer Amazon listings to Walmart by mapping product data, validating UPCs, updating categories and attributes, and optimizing listings specifically for Walmart Marketplace requirements.

Can you copy Amazon listings directly to Walmart?

No. Walmart has different content standards, taxonomy structures, and listing requirements than Amazon. Copying listings word-for-word can create compliance issues and reduce search visibility.

What software helps transfer Amazon listings to Walmart?

Multichannel ecommerce platforms like Zentail help sellers transfer Amazon listings to Walmart by automating category mapping, inventory syncing, listing updates, and product data formatting.