Walmart Sponsored Products Ads Placements: 4 Placements You Need to Know

Advertising on Walmart Marketplace gives sellers a great opportunity to increase product visibility and reach millions of online shoppers. One of the most effective ways to do this is through Walmart Sponsored Products.

These are pay-per-click (PPC) ads that appear across various locations on Walmart.com, helping your products show up in front of the right audience at the right time.

In this article, we’ll explore the main ad placements available for Walmart Sponsored Products and how you can use them to drive traffic and boost sales.

Overview of Walmart Sponsored Products Placements

Walmart offers several ad placements for self-serve advertisers. Each placement gives different levels of visibility and engagement, depending on where the shopper is in their buying journey.

Here are the key ad placements available on Walmart.com:

1. Search In-Grid Placement

2. Carousel Placements

3. Buy Box Banner Placement

4. Homepage Placement

Let’s take a closer look at each.

1. Search In-Grid Placement

Search In-Grid ads appear directly in the search results, browse, category, and curated shelf pages. They look very similar to organic listings, with a subtle “Sponsored Product” label just below the product image.

These placements are available for both Automatic and Manual campaigns.

Benefits of Search In-Grid Ads

• Increase visibility for relevant products

• Maintain or grow market share for top-performing items

• Reach customers actively searching for your type of product

Placement Details

• Each search results page typically shows 40 products.

• There are up to 8 ad slots per page, and no more than 2 ads can appear in one section.

• A maximum of 6 ads can appear per page.

Eligibility Requirements

To appear in Search In-Grid placements, your product must meet Walmart’s relevancy requirements:

• The item must belong to the same category as the search term or match a product in the top 20 organic listings.

• The promoted product needs to appear in a higher position than its organic ranking.

Because of these rules, it can be challenging for new or low-ranking products to get in-grid visibility.

Pro Tip:
Use Automatic campaigns to reach other placements like Carousels or the Buy Box, which have fewer restrictions and can help increase visibility for new SKUs.

Also, make sure your product titles include important and relevant keywords to improve organic ranking.

2. Carousel Placements

Carousel ads appear in multiple areas of Walmart.com, including:

• Browse and category pages

• Curated shelf pages

• Bottom of search results

• Product detail pages (through personalized modules like “Customers Also Viewed,” “Customers Also Considered,” and “Customers Also Bought”)

These placements are available for both Automatic and Manual campaigns and include Item Carousels and Search Carousels.

Benefits of Carousel Ads

• Great for boosting visibility across the site

• Excellent option for promoting new or unestablished SKUs

• Help increase organic ranking over time

• Reach new-to-brand shoppers browsing within your category

Placement Details

• Up to 24 Sponsored Products can appear in one carousel

• Up to 2 Sponsored Products can appear in a personalization carousel

• No relevancy requirements, making this an ideal placement for new products

3. Buy Box Banner Placement

The Buy Box Banner ad appears on the product detail page of another relevant or complementary product, right below the “Add to Cart” button.

This is a premium placement because of its strong visibility and potential for high click-through rates (CTR).

Benefits of Buy Box Ads

• Increase conversion rates with high-intent shoppers

• Great for cross-selling or promoting alternative products

• Perfect for improving the visibility of new products that haven’t built organic rank

Placement Details

• Only one placement per page is available

• No relevancy requirements are needed

Buy Box placements can help sellers introduce new products to customers already engaged in shopping behavior.

4. Homepage Placement

Homepage placements feature your ads within the “Featured Items” carousel on Walmart.com’s homepage.

This is one of the most visible and high-impact ad placements available on Walmart. It’s ideal for new product launches, seasonal promotions, and brand awareness campaigns.

Benefits of Homepage Ads

• Massive visibility and brand exposure

• Perfect for reaching new customers

• Strong option for promoting bestsellers or time-sensitive deals

These ads work well when you want to make a strong first impression or drive traffic to your top-performing listings.