Sponsored Products by Walmart

Major retail media platform, second-largest retail media network in the US after Amazon

Sponsored Products by Walmart is Walmart's native advertising solution that allows brands, suppliers, and marketplace sellers to promote their products across Walmart.com and the Walmart mobile app. The platform operates as a self-service, cost-per-click (CPC) advertising system where advertisers bid on keywords to display their products in prominent positions within search results and product detail pages. As part of Walmart Connect (Walmart's broader retail media network), Sponsored Products represents the retailer's strategic entry into the rapidly growing retail media advertising space, leveraging Walmart's massive customer base and first-party shopping data. The platform provides advertisers with access to Walmart's extensive online shopper audience, offering targeting capabilities based on search intent, product categories, and shopping behavior. Sponsored Products integrates seamlessly into the Walmart shopping experience, displaying ads that match the look and feel of organic product listings. The solution competes directly with Amazon Advertising's Sponsored Products and other retail media networks, positioning Walmart as a significant player in the retail media ecosystem. With Walmart's scale as one of the world's largest retailers and its growing e-commerce presence, Sponsored Products serves as a critical revenue stream and advertising channel for brands seeking to reach consumers at the point of purchase.