What are Walmart Customer Favorites? A guide for marketplace sellers

Not every product that sells well elsewhere is going to take off on Walmart. And if you have thousands of SKUs, listing everything just to see what sticks isn't exactly practical.

Customer Favorites give you a better starting point. Instead of guessing which products will work on Walmart, you can identify products Walmart already knows customers want, including opportunities that may already be sitting unpublished, out of stock, or otherwise unavailable in your catalog.

Key takeaways

• Walmart may represent an untapped revenue opportunity, and Zentail helps you act on it. Customer Favorites reveal in-demand products that may already be in your catalog.
• Customer Favorites help you prioritize what to sell on Walmart. Instead of guessing, you can focus on products with demonstrated customer demand.
• Operational issues may be hiding some of your best opportunities. Out-of-stock, suppressed, or unpublished Customer Favorites could be keeping potential sales off the table.
• Competitive pricing and fast fulfillment can increase the upside. Eligible Customer Favorites may also qualify for Walmart incentives.

What are Walmart Customer Favorites?

Walmart Customer Favorites are products Walmart shoppers are actively looking for and buying. Walmart identifies Customer Favorites using shopping activity on Walmart.com, along with trends across the broader market. That means Walmart can identify products customers want even when those products aren't currently sold on Walmart. Customer Favorites also change over time and Walmart refreshes them monthly as customer demand changes.

Why should Walmart sellers care about Customer Favorites?

If you manage hundreds, thousands, or tens of thousands of SKUs, figuring out what to list on Walmart – or which existing listings deserve your attention first – can quickly become overwhelming.

Customer Favorites give you a better place to start. Instead of treating every product in your catalog as an equal opportunity, you can prioritize products Walmart has already identified as in demand.

And there’s a good reason to pay attention to them. Customer Favorites can:

• Get up to 5x greater page-view visibility with customers
• Deliver up to 12x higher sales per item compared with non-Customer Favorite items

Of course, being a Customer Favorite doesn't automatically mean a product will sell. Price, inventory, shipping, listing quality, and competition still matter.

You may already have Customer Favorites sitting in your catalog

If you're already selling on Walmart, some of your Customer Favorites may be live and selling, while others aren't available for customers to buy because they're:

• Never listed on Walmart
• Submitted with listing errors
• Previously listed but now unpublished
• Suppressed
• Out of stock
• Live but not currently purchasable
• Disconnected from the system managing price and inventory

Knowing which of these products are Customer Favorites helps you decide which listing issues are worth tackling first.

How does the Walmart Customer Favorites incentive work?

There's another reason sellers should pay attention to Customer Favorites right now: Walmart is offering eligible sellers referral-fee savings on qualifying Customer Favorite items.

First, a quick definition. A referral fee is the fee Walmart charges a Marketplace seller when an item sells. It's generally calculated as a percentage of the sale, with the rate depending on the product category.

Under Walmart's current Customer Favorites incentive:

• Meet or beat competitor pricing: Eligible items can receive 25% off referral fees for 90 days
• Add fast, free shipping: Eligible items that also meet Walmart's shipping requirements can receive 100% off referral fees for 90 days

For sellers fulfilling their own orders, qualifying for the 100% referral-fee discount requires free shipping and a two-day delivery promise. Sellers using Walmart Fulfillment Services (WFS) can also qualify once eligible inventory is received and fulfilled through WFS.

Walmart is also currently offering additional savings for eligible Customer Favorites fulfilled through WFS:

• 100% off eligible storage fees
• 15% off eligible fulfillment fees

So, at a high level, the opportunity looks like this: List a qualifying Customer Favorite → price it competitively → add fast, free shipping → potentially unlock greater fee savings.

There are important eligibility requirements and program terms. Sellers have a seven-day window after listing an item to opt in, and the discounts aren't retroactive.

Customer Favorites can change from month to month, and Walmart can stop the referral-fee discount if an item is no longer considered in demand. Discounts are also only applied on days when an item meets the required pricing and shipping criteria.

The current offer runs through January 31, 2027. You should always check Walmart Seller Center for the latest eligibility requirements and program terms.

How do I find my Walmart Customer Favorites?

If you already sell on Walmart Marketplace, you can find Customer Favorites in Walmart's Assortment Growth dashboard in Seller Center.

Walmart gives sellers a few ways to explore these opportunities. You can see recommendations based on the types of products and brands you already sell, browse popular products beyond your existing catalog, or explore in-demand brands. You can learn more in Walmart's Assortment Growth: Customer Favorites guide.

But finding a Customer Favorite is only the first step. The next question is: Do I already carry this product? And if I do, is it actually live and available to buy?

That's easy enough to ask. It's much harder to answer when you're managing thousands of SKUs across Walmart and other marketplaces.

How Zentail helps you find and sell Walmart Customer Favorites

This is where Zentail makes Customer Favorites much easier to act on. Zentail identifies which products in your existing catalog are Walmart Customer Favorites, so you don't have to manually compare Walmart's recommendations against thousands of SKUs.

From Zentail's Listing Status page, you can filter your Walmart catalog to Customer Favorites and see exactly where each product stands. For example, you can find Customer Favorites that are:

• Not Selling
• Out of Stock
• Suppressed
• Healthy 

With that information in one place, you can focus on fixing the issues that are keeping your Customer Favorites from selling and get more of them live. Once a Customer Favorite is live and healthy, you can turn your attention to pricing and shipping to see whether the item may also qualify for Walmart's current incentives.

What if I'm not selling on Walmart yet?

Customer Favorites can also help if you're considering Walmart Marketplace. Your existing catalog may already contain products with strong demand on Walmart, giving you a useful starting point for deciding what to list first.

Instead of asking, “Which of my thousands of products should I put on Walmart?” you can ask, “Which products in my catalog are Walmart shoppers already looking for?”

Zentail helps multichannel sellers identify which products to bring to Walmart and supports the entire process – from ingesting catalog data and activating Walmart to keeping listings, inventory, and product data running smoothly as part of continued operations.

Turn Customer Favorites into sales

Walmart is already giving sellers valuable insight into what customers want. The next step is making sure you're taking advantage of it. Zentail makes it easy to find Customer Favorites in your catalog, see which ones need attention, and get more of them live and selling on Walmart.

Already using Zentail? Head to your Walmart Listing Status page and filter to Customer Favorites.

Not using Zentail yet? See how Zentail can help you find and act on the Walmart opportunities already in your catalog.

Frequently asked questions

How does Walmart determine Customer Favorites?

Walmart uses shopping activity on Walmart.com along with broader market trends to identify products with strong customer demand. Customer Favorites are refreshed monthly as demand changes.

How do I find my Customer Favorites on Walmart?

Walmart sellers can find Customer Favorites through the Assortment Growth dashboard in Seller Center. Zentail users can also filter their Walmart catalog by Customer Favorites to see which products are live, which need attention, and which haven't been listed.

Do Walmart Customer Favorites get lower referral fees?

Eligible Customer Favorites can qualify for Walmart's current referral-fee incentive when pricing and shipping requirements are met. Depending on the requirements met, qualifying items can receive up to 100% off referral fees for 90 days. The current offer is scheduled to run through January 31, 2027.

How often does Walmart update Customer Favorites?

Walmart refreshes Customer Favorites monthly based on changes in customer demand. This means a product's Customer Favorite status can change over time.

How can Zentail help with Walmart Customer Favorites?

Zentail identifies Customer Favorites within your existing catalog and shows you their Walmart listing status in one place. You can quickly find Customer Favorites that aren't live or need attention (like products with listing errors, unpublished products, or out-of-stock items) and prioritize the issues that may be keeping them from selling.