Win Walmart's Customer Favorites — the items shoppers are already looking for.
Customer Favorites are Walmart's highest-demand items with unmet supply. Zentail shows you exactly which ones are stuck offline in your catalog — then gets them listed, priced, and eligible for Walmart's referral-fee incentive.
WHAT ARE CUSTOMER FAVORITES?
Walmart is telling you exactly what shoppers want to buy.
Customer Favorites are the items on Walmart.com that shoppers frequently search for and buy — but where supply hasn't caught up to demand. They remove the guesswork from assortment decisions: instead of guessing what to list next, you list what customers are already looking for.
Performance figures based on Walmart FY26 data. The Customer Favorites incentive is set by Walmart, changes monthly, and currently ends Jan 31, 2027 — confirm current eligibility and discount terms in Walmart Seller Center.
THE CATCH
You can't win a Customer Favorite that isn't live.
Most sellers already have Customer Favorite SKUs sitting in their catalog — but they're stuck in listing errors, disconnected from inventory sync, or never submitted to Walmart at all. Every day one stays offline is incremental GMV going to another seller instead of you.
The hard part was never knowing which items are Customer Favorites — Walmart tells you that. The hard part is finding yours in a catalog of thousands and getting them live and eligible before the window closes.
HOW ZENTAIL HELPS
Find every Customer Favorite in your catalog — and get it live in a few clicks.
Zentail built Customer Favorites directly into the Listing Status page you already use to manage catalog health. No separate report to reconcile, no spreadsheets — the demand signal lives right next to the fix.
Already selling on Amazon? Walmart's next.
Now that Walmart supports Amazon MCF, it's easier than ever to expand. List your existing products, fulfill orders through FBA, and see what sells — without the risk.
How Tevra Brands used MCF & Zentail to grow Walmart sales past $100K per month
Tevra Brands saw strong growth potential on Walmart, but fulfillment constraints kept key products from going live. Using MCF with Zentail, Tevra expanded its buyable catalog and grew Walmart sales past $100,000 in a 30-day period.
8.5x
more buyable Walmart listings
$100K+
Walmart revenue in the last 30 days
Automatically turn your Amazon catalog into Walmart listings
Getting live on Walmart shouldn't require rebuilding your catalog. Zentail turns your existing Amazon catalog into Walmart-ready listings.
- Launch in days, not weeks: Import your Amazon catalog and publish Walmart listings quickly.
- Map product data to Walmart requirements: Translate Amazon attributes into Walmart-compliant listings — no spreadsheets required.
- Fulfill Walmart orders with FBA: Route Walmart orders to Amazon MCF using your existing inventory.
Win more visibility on Walmart
Getting listings live is only. thestart. Zentail ensures your product data meets Walmart's requirements for visibility and performance.
- Stronger category placement: Accurate attribute mapping helps your products appear in the right categories & filters.
- Higher listing publish rate: Structured product data reduces listing errors and improves approval rates.
- Better product discoverability: Complete listings thelp your products surface more often in Walmart search results.
Stay ahead of Walmart's changing requirements
Zentail keeps your catalog aligned so you can maintain healthy listings without constant manual updates.
- Catalog health insights: Monitor listing quality and quickly identify missing attributes or issues impacting performance.
- Proactive listing validation: Surface potential problems before they delay approvals or suppress your listings.
- Centralized catalog control: Manage product data and updates across channels from a single platform.
See the numbers that make the difference on Walmart
89%
higher sales
7x
faster listings
96%
listing publish rate
Zentail features that power your Walmart growth
Listing automation
SMART Types maps Amazon data to Walmart with 96% publish rate.
Faster approvals
Better category placement with fewer listing errors.
MCF routing
Auto-route Walmart orders to FBA with compliance built-in.
Inventory sync
SKU-level FBA sync prevents overselling.
Frequently asked questions
Have other questions?
What are Walmart Customer Favorites?
Customer Favorites are items on Walmart.com that shoppers frequently search for and buy, but where demand outpaces supply. Walmart surfaces them so you can list what customers are already looking for — the highest-impact items to add, instead of guessing.
What makes an item a Customer Favorite?
Walmart designates Customer Favorites based on real customer demand — products shoppers are actively searching for and buying on Walmart.com. The list is set and updated by Walmart and changes over time, so it reflects current demand rather than a fixed catalog.
How does the Customer Favorites incentive work?
For a limited time, sellers who list eligible Customer Favorite items with competitive pricing and fast shipping can unlock up to 100% off Walmart referral fees, plus additional savings through Walmart Fulfillment Services (WFS). Terms are set by Walmart and change monthly — confirm the current discount and requirements in Walmart Seller Center.
What does an item need to qualify for the incentive?
Generally it must be live and purchasable, priced to meet or beat competitors, and shipped fast — seller-fulfilled two-day delivery or WFS. Listing it is step one; competitive pricing and fast, free shipping are what unlock the incentive. Always confirm current requirements in Seller Center.
Do I need Walmart Fulfillment Services (WFS)?
No. The incentive rewards fast, free shipping, which can be seller-fulfilled two-day delivery or WFS. WFS can add storage and fulfillment savings on top, but sellers with fast fulfillment — including Amazon Multi-Channel Fulfillment — can qualify without it.
How do I find which of my products are Customer Favorites?
Walmart provides recommendations, but matching them to your catalog by hand is tedious. Zentail builds Customer Favorites into its Listing Status page, so you can filter your whole catalog to just your Favorites and see which are live, stuck in errors, or never listed.
How long does the Customer Favorites incentive last?
Walmart's current incentive runs through January 31, 2027, with per-item referral-fee savings typically applying for a limited window after an item qualifies. Because Walmart controls and updates these terms, verify the live dates in Walmart Seller Center.
How does Zentail help me win Customer Favorites?
Zentail finds the Customer Favorites hiding in your catalog, gets them live and error-free on Walmart in a few clicks, and keeps pricing and inventory synced so they stay eligible. Connect Amazon to get started →
Frequency asked questions
Have other questions?
What are Walmart Customer Favorites?
Customer Favorites are items on Walmart.com that shoppers frequently search for and buy, but where demand outpaces supply. Walmart surfaces them so you can list what customers are already looking for — the highest-impact items to add, instead of guessing.
What makes an item a Customer Favorite?
Walmart designates Customer Favorites based on real customer demand — products shoppers are actively searching for and buying on Walmart.com. The list is set and updated by Walmart and changes over time, so it reflects current demand rather than a fixed catalog.
How does the Customer Favorites incentive work?
For a limited time, sellers who list eligible Customer Favorite items with competitive pricing and fast shipping can unlock up to 100% off Walmart referral fees, plus additional savings through Walmart Fulfillment Services (WFS). Terms are set by Walmart and change monthly — confirm the current discount and requirements in Walmart Seller Center.
What does an item need to qualify for the incentive?
Generally it must be live and purchasable, priced to meet or beat competitors, and shipped fast — seller-fulfilled two-day delivery or WFS. Listing it is step one; competitive pricing and fast, free shipping are what unlock the incentive. Always confirm current requirements in Seller Center.
Do I need Walmart Fulfillment Services (WFS)?
No. The incentive rewards fast, free shipping, which can be seller-fulfilled two-day delivery or WFS. WFS can add storage and fulfillment savings on top, but sellers with fast fulfillment — including Amazon Multi-Channel Fulfillment — can qualify without it.
How do I find which of my products are Customer Favorites?
Walmart provides recommendations, but matching them to your catalog by hand is tedious. Zentail builds Customer Favorites into its Listing Status page, so you can filter your whole catalog to just your Favorites and see which are live, stuck in errors, or never list
How long does the Customer Favorites incentive last?
Walmart's current incentive runs through January 31, 2027, with per-item referral-fee savings typically applying for a limited window after an item qualifies. Because Walmart controls and updates these terms, verify the live dates in Walmart Seller Center.
How does Zentail help me win Customer Favorites?
Zentail finds the Customer Favorites hiding in your catalog, gets them live and error-free on Walmart in a few clicks, and keeps pricing and inventory synced so they stay eligible. Connect Amazon to get started →
