How to Write High-Converting Walmart Product Titles & Descriptions: A Guide for Third-Party Sellers

In today’s highly competitive Walmart Marketplace, your product detail page is more than just a listing. It’s a sales tool. The Walmart Marketplace is an online marketplace where many sellers compete for customer attention. Crafting compelling product titles and descriptions is essential to grab shopper attention, build trust, and drive conversions. Done well, it can improve your ranking in organic search results, increase click-through rates (CTR), help you win the Walmart Buy Box, and enhance your brand exposure by making your products more visible to potential customers.

In this post, we’ll walk through best practices for writing product titles and descriptions that convert browsers into buyers. Whether you’re launching new items or optimizing existing product listings, these tips will help you stand out in Walmart search results.

Why Titles and Descriptions Matter on Walmart Marketplace

Unlike other marketplaces, Walmart is extremely search-driven. That means your title and description don't just inform the shopper; they help Walmart’s algorithm understand your product and determine where it shows up in search results.

Optimized copy improves:

• Search visibility (SEO)
• Click-through rates (CTR)
• Conversion rates
• Product relevance signals
• Your chances of winning the Buy Box

Let’s focus on the most important real estate on your Walmart product listing: your product title.

How to Write Walmart-Optimized Product Titles

Walmart has strict requirements and formatting recommendations for product titles. Unlike Amazon, which allows for longer and more flexible titles, Walmart emphasizes brevity, relevance, and clarity.

Walmart’s Title Guidelines

• Maximum Length: Up to 100 characters
• Capitalization: Title case (capitalize the first letter of each major word)
• Avoid all caps, special characters, and unnecessary punctuation
• Key attribute: Include relevant product attributes (such as size, color, or finish) in the product title, to improve clarity and search visibility.
• No promotional terms or subjective claims: Avoid marketing phrases and promotional terms in product titles (ex: “Best Seller,” “Top Quality,” “Low Price")
• No pricing or shipping information

Walmart Title Best Practices

1. Follow the Recommended Title Structure

Walmart provides a specific structure for titles. A common format is:

Brand + Key Feature + Product Type + Size/Quantity + Color

Example: (Apparel): "Adidas Men's Tennis Shoes, Lightweight, Size 10, Blue"

Example (Grocery): “Great Value Organic Whole Grain Brown Rice, 32 oz”

Example (Electronics): “Samsung 65” Class QLED 4K Smart TV with HDR and Alexa Compatibility”

Always start with the brand name and keep the most important keywords toward the beginning of the title.

2. Use Keyword-Rich, Shopper-Friendly Language

Identify high-volume relevant keywords your customers are searching for using tools like:

• Marketplace-specific SEO tools such as Sellegr8
• Google Trends analyzes the popularity of search queries over time
• Google Keyword Planner helps you research keywords and shows estimated search volumes 
• Walmart’s search bar auto-suggest: Simply use this free method by typing your main product keyword into the search bar. Look at the auto-suggested phrases that appear. These are keywords customers are actively searching for.

Focus on primary and secondary keywords, but don’t stuff. Your title should still read naturally.

3. Be Specific, Not Vague

It's important to focus on creating clear, but descriptive titles. Specificity builds trust and helps Walmart index your product listing accurately.

Bad: “Men’s T-Shirt”
Good: “Hanes Men’s Tagless Cotton Crewneck T-Shirt, Black, Size Large, 2-Pack”

4. Tailor by Product Category

Each product category has slight variations. For example:

• Apparel: Include gender, size, fit, color, and pack count
• Home goods: Material, dimensions, color, and set quantity
• Electronics: Specs like screen size, resolution, important features, compatibility

How to Update a Product Title in Seller Center

To update a listing title, log in to your Walmart Seller Center account and navigate to your Catalog. Select the item you want to edit, and then click "Edit Item". Within the edit menu, you can modify the title and other details, and submit your changes. 

Boost Sales with High-Converting Product Descriptions

Once your title gets the click, your product description needs to inform, persuade, and convert. Compelling descriptions are essential for attracting attention and influencing consumer purchase decisions. When optimizing Walmart listings, make sure your description:

• Reinforces the key features
• Answers shopper questions
• Highlights benefits over just specs
• Reduces hesitation and returns

Make sure your product descriptions are free of grammatical errors to build trust and demonstrate professionalism.

Walmart product descriptions allow up to 4,000 characters, giving you ample space to expand on your value proposition.

Product Description Best Practices

1. Lead With the Most Important Details

Use the first few lines to summarize the product's core value and benefits. Think: what problem does this solve for the customer?

Example:

Get cozy with this ultra-soft fleece blanket from Better Homes & Gardens. Perfect for chilly nights, it features a lightweight design, machine-washable material, and comes in multiple stylish colors to match any room.

2. Use Bullet Points for Readability

Walmart recommends using bullet points in the “Key Features” section to enhance scannability. These often appear as part of the content displayed in mobile search results or search previews.

Effective bullets:

• Include dimensions, materials, and compatible accessories
• Highlight warranties, certifications (ex: USDA Organic, Energy Star)
• Use sentence case and avoid punctuation at the end

3. Emphasize Benefits Over Just Highlighting Key Features

Don’t just list what the product is. Explain what it does for the buyer.

Feature: Stainless steel finish
Benefit: Resists fingerprints and complements modern kitchens

Feature: 10-hour battery life
Benefit: Use all day without needing to recharge

4. Use Natural Language With SEO in Mind

Your description should read like it was written for humans, not robots. However, strategically weave in relevant long-tail keywords and related search terms.

Example phrases to include:

• “[Product] for [target use case]”
• “[Product] compatible with [brand/device]”
• “[Product] replacement for [old model]”

This approach boosts your organic rankings without sounding like keyword stuffing.

5. Address Common Customer Questions

Review competitors’ product listings and customer Q&As to see what buyers are unsure about. Preemptively address those in your description to reduce purchase hesitation.

You might include:

• How the product fits or performs
• Cleaning or care instructions
• Installation or usage tips

Understanding Walmart Listing Quality Score

The Walmart Listing Quality Score is a powerful tool within Seller Center that provides a comprehensive rating of your product listings. This score evaluates key factors such as content quality, discoverability, and customer ratings, offering actionable feedback on how to improve your Walmart listing.

A high listing quality score can significantly boost your product visibility in search results and may help you earn the coveted “Pro Seller” badge, which can further increase buyer trust and conversion rates. The score is calculated based on performance metrics and is displayed directly in your Seller Center account, making it easy to track your progress and identify areas for improvement.

To improve your quality score, focus on optimizing your product listings with detailed, accurate content, high quality images, and relevant keywords. Regularly review the feedback provided by the tool and make adjustments as needed. Continuous improvement is key to maintaining a strong presence on the Walmart Marketplace.

By prioritizing your Listing Quality Score, you’ll not only enhance your product visibility but also drive more sales and revenue across your catalog.

Bonus Tips: Avoid These Common Mistakes

• Stuffing keywords unnaturally. It confuses shoppers and can lower your conversion rate.
• Copy-pasting manufacturer descriptions. Original content performs better in Walmart search and builds trust.
• Leaving out important variant info. Always include quantity, color, size, or flavor, especially for multi-pack or configurable items.
• Not writing for mobile. A large portion of Walmart traffic is mobile. Use short paragraphs, bullets, and key info early in the description.

Remember, optimizing your Walmart listings is an ongoing process that requires regular updates to avoid these common mistakes.

Tools & Resources to Improve Your Product Listings on Walmart Marketplace

• Walmart Listing Quality Dashboard: This Seller Center feature provides insights into how well your content meets Walmart’s standards and is essential for optimizing your Walmart listings to improve visibility and sales.
• Walmart Agency Providers: SellCord is a professional agency for Walmart listing optimization to ensure your listings stay updated with market trends and meet evolving consumer preferences.
• Walmart automated repricing tool: Aura helps align your pricing with the ever-changing industry movements, to increase sales and protect your margins.
• Competitor research: Look at top-selling products in your category for inspiration. But, don’t just copy them! Optimizing your listings based on insights from these competitors is a key part of Walmart listing optimization, helping you boost product visibility, increase conversion rates, and stay ahead in the marketplace.
• Walmart Rich Media and Product Images Guide: Optimize your listings with lifestyle images and product images at multiple angles. Adding engaging videos can make your products stand out in customer searches, leading to more engagement and sales.

A/B Testing and Iteration

Just like with Walmart advertising, product listings can and should be tested and refined. Ongoing testing and iteration help drive sales and improve product sales performance. Try:

• Testing different title formats to improve CTR
• Rewriting bullet points or descriptions to boost conversion rate
• Using Walmart’s item reports to identify underperforming listings

Monitor metrics such as:

• Click-through rate
• Conversion rate
• Buy Box win rate
• Buy Box position
• Positive feedback and reviews
• Bounce rate (from Walmart seller tools or third-party integrations)

Conclusion

Writing high-converting titles and descriptions isn’t just a one-time task. It’s a critical piece of your ongoing marketplace success. The more accurately and persuasively you communicate your product’s value and unique features, the more likely you are to maximize visibility, clicks, and conversions on Walmart Marketplace.

By following Walmart’s guidelines and layering in persuasive copy techniques to develop a great listing, you can significantly improve performance across your catalog and gain a competitive edge in your product category.