Defining Content in the Walmart Context
For Walmart and Sam’s Club suppliers, “content” includes the images, written information, and product attributes shown on Walmart.com product pages. These elements support product categorization, search visibility, and the overall customer experience.
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Walmart’s eCommerce standards place strong emphasis on both accurate product information and strong visual presentation. Meeting those standards can help improve product visibility and support sales performance.
The Significance of Content in Walmart
Products typically fall into three main categories:
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In-store only
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Online-only items (home delivery)
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Shared items (available both online and in-store)
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Historically, strong content was especially important for online-only and shared items, since customers expected to review product images and details before buying online. In-store only items were more dependent on physical shelf sales. That has changed.
Today, many Walmart and Sam’s Club items are eligible for online pickup and delivery, which makes complete and accurate content more important from the start. Suppliers are responsible for providing that content, and gaps in product information can create friction for customers, impact conversions, and reduce the effectiveness of broader marketing efforts.
The Repercussions of Low Content Scores
When content is incomplete or under-optimized, it can lead to lower content scores and possible audits. Walmart’s merchant and procurement teams regularly review these scores to evaluate a supplier’s digital presence.
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If scores fall below the expected threshold, content improvements may be requested. Walmart’s content teams may also issue audit notifications when critical product content is missing.
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Weak content can negatively affect product visibility, reduce page quality, and make it harder for customers to move forward with confidence.
How Do I Raise Content Scores?
Walmart’s content scoring system is based on requirements outlined in Walmart’s style guides. These guides can be accessed through Walmart’s supplier resources after logging in with your Retail Link credentials.
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Suppliers can improve content scores by updating product content in Supplier One. When entering content, it is best to complete as many relevant attributes and fields as possible. Leaving applicable fields blank can quickly lower your score.
Tips and Tricks for Walmart Content
You may already have strong content for your products, but it may not yet be fully reflected in Walmart’s systems.
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Through Supplier One and Retail Link, suppliers can:
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Locate their items
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Download product style guides
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Review requirements
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Submit content updates
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Walmart also provides help resources for Supplier One and Item 360 that can help suppliers better understand content requirements and workflows.
How OCM Helps
OCM offers content-focused support for partnered vendors across a wide range of needs. We have helped suppliers of all sizes strengthen their online content to improve visibility and create a better experience for both customers and merchants.
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Our team works with Walmart Style Guides, Supplier One, Item 360, Private Brand guidelines, and related content processes. Whether you are launching a new item or improving content on an existing listing, we help simplify the process and make sure your products are better positioned on Walmart.com.
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For questions about Supplier One, content support, or broader broker services, OCM is here to help.