Understanding Walmart Categories and Subcategories and Restrictions

Walmart has become one of the most lucrative marketplaces for ecommerce sellers looking to expand their reach beyond platforms like Amazon, eBay, and Shopify. With its massive customer base, brand recognition, and competitive fees, Walmart Marketplace offers sellers a prime opportunity to boost sales. However, before listing products, it is crucial to understand Walmart’s product categories and subcategories, and the restrictions that come with them.

In this guide, we will explore Walmart’s product categories, restricted categories, approval processes, and best practices to ensure your listings comply with Walmart’s policies.

Walmart Marketplace Overview

Walmart Marketplace is a dynamic platform that allows third-party sellers to sell their products on Walmart’s expansive website. By leveraging Walmart’s vast customer base and trusted brand name, businesses can significantly expand their online presence. This platform offers sellers the opportunity to reach millions of shoppers while benefiting from Walmart’s robust logistics and shipping capabilities.

Benefits of Selling on Walmart Marketplace

Selling on Walmart Marketplace comes with a multitude of benefits, including:

• Access to a Vast Customer Base: With over 120 million unique visitors per month, Walmart’s website provides an enormous potential customer base for sellers.
• Trusted Brand Name: Walmart is a well-established and trusted brand, which can help increase customer confidence in purchasing from third-party sellers.
• Competitive Fees: Walmart Marketplace fees are competitive with other e-commerce platforms, making it an attractive option for businesses looking to minimize costs.
• Logistics and Shipping Capabilities: Walmart’s logistics and shipping capabilities can help sellers streamline their fulfillment process and improve customer satisfaction.

Walmart Marketplace Fees and Performance Standards

Walmart Marketplace fees vary depending on the contract category, also known as product type. Sellers are required to pay a commission fee on each sale, which ranges from 5% to 15% depending on the contract category. Additionally, sellers must meet Walmart’s seller performance requirements, including:

• On-Time Delivery Rate (OTD): Sellers must maintain a minimum of 95% on-time delivery rate. This is the percentage of orders delivered on or before the Expected Delivery Date.
• Refund Rate: Sellers must maintain a refund rate of less than 6%. This is the percentage of orders refunded for reasons the seller is responsible for, such as a damaged or incorrect item received.
• Seller Response Rate: Sellers must maintain a rate of greater than 95%, when it comes responding to customer inquiries within 48 hours of receipt.

Getting Started with Walmart Marketplace

Getting started with Walmart Marketplace requires a thorough understanding of the platform’s product categories, attributes, and variants. As a seller, it’s essential to familiarize yourself with the various categories and subcategories to ensure that your products are listed correctly and reach the right customers. Proper categorization not only helps in organizing your inventory but also enhances product discoverability, making it easier for customers to find what they are looking for. By aligning your listings with Walmart’s structured categories, you can improve your chances of success on the platform.

Walmart Product Categories, Attributes, and Variants

Walmart Marketplace has a vast array of product categories, each with its own set of attributes and variants. Understanding these categories, attributes, and variants is crucial for creating effective product listings and providing a seamless customer experience.

Each category is designed to group similar products together, making it easier for customers to navigate and find items that meet their needs. Attributes such as size, color, and material help in further refining search results, while variants allow customers to choose from different options within the same product listing. By mastering these elements, you can optimize your listings for better visibility and customer satisfaction.

The Importance of Product Categorization

Product categorization is a crucial part of the Walmart Marketplace experience. The organized category system and key attributes provide consumers with a positive shopping experience, as they can easily find what they need. For example, there are two 'Appliances' categories. 'Appliances - Major' includes large appliances such as refrigerators and dishwashers, which are distinct from small appliances which would fall under the 'Appliances - Compact' category. For Walmart sellers, proper product categorization and high-quality attributes can lead to better product discoverability, not only on Walmart.com, but on other search engines as well.

Product Detail Page: Category and Attributes

Categorization and item attribution are an integral part of the product detail page. These factors determine how your items will appear in search results on Walmart and other search engines, like Google.

When adding a new product to Walmart Marketplace, whether creating listings individually or in bulk, you must determine the product category and product type. These classifications define the relevant attributes available for selection. Selecting the appropriate product type and category is essential, as it can influence everything from product placement to overall sales performance.

• Product Category: A grouping of items that share similar properties and contain many products (example: pets).
• Product Type: A specified item type with a specific set of attributes that define that product (example: dog food).
• Attributes: Features that describe an item, such as color, material or size.

Each product category has its own set of attributes and requirements, which sellers must meet to ensure their products are listed correctly and accurately. Without attributes, shoppers will likely have a hard time finding your items on Walmart. Attributes are also encouraged to be used in your product title, description and key features to optimize your listing.

What is a Product Variant Group?

A product variant group is a group of individual items that differ by only a few attributes. For example, a shirt that comes in different colors or a pair of shoes that comes in different sizes. The items in a variant group are displayed together on one item page on Walmart. Product variants give customers more options to choose from and help with searchability, so it’s important to create and manage them properly. As a Marketplace seller, you can create and manage variant groups in Seller Center or via Walmart APIs.

Walmart Departments and Product Categories

Walmart product categories are similar to how items would be grouped into a department in a brick and mortar store. Walmart departments and categories are used to organize products and make it easier for customers to find what they’re looking for.

Walmart Marketplace features a broad range of product categories, making it an attractive option for diverse sellers. Understanding Walmart’s departments or categories is essential for sellers to ensure their products are listed correctly and accurately, and to provide a positive customer experience. By aligning your product listings with Walmart’s organizational structure, you can enhance visibility and improve the overall shopping experience for customers.

Examples of Walmart Product Categories

Some of the primary categories include:

Apparel & Accessories – Clothing and fashion accessories.

Automotive & Powersports – Car parts, and accessories.

Baby Products – Diapers, strollers, car seats, and more.

Beauty, Health & Personal Care – Skincare, cosmetics, OTC medications, supplements, grooming tools.

Consumer Electronics – TVs, smartphones, headphones, and accessories.

Grocery – Packaged foods, beverages, cleaning supplies.

Home, Kitchen, Decor & Garden – Furniture, decor, and gardening tools.

Office Products – Stationery, furniture, printer cartridges, and electronics.

Outdoor Products & Sports – Fitness equipment, outdoor gear, and recreational items.

Toys & Games – Action figures, board games, dolls.

Tools & Home Improvement – Power tools, building materials, safety gear.

Walmart Subcategories

Each of Walmart's categories has its own set of subcategories, attributes, and variants that sellers must understand to create accurate and effective product listings. For example, within the 'Beauty, Health and Personal Care' category, subcategories might include skincare, haircare, and personal hygiene products, each with specific attributes like brand, size, and ingredients. Understanding these nuances helps in crafting detailed and accurate listings that meet customer expectations.

Restricted Product Categories

While the wide array of categories offer significant opportunities, Walmart has stringent guidelines and restrictions that sellers must adhere to. Not all product categories on Walmart Marketplace are open to all sellers. Some categories are allowed with unique restrictions, some require additional approval, while others are entirely prohibited.

For example, baby food and infant formula for newborns up to 18 months old is strictly prohibited. However, baby food products for children above 18 months old are allowed. Another example is cleaning supplies. Depending on the product subcategory (i.e. fabric treatment, carpet and rugs, ski wax), the chemical ingredients, packaging, and local state laws, some cleaning products are allowed on Walmart, some are only allowed with restrictions and others are prohibited.

Understanding the requirements for your products up front, (just like the baby food and cleaning supplies examples), can save you time and ensure your account does not get suspended.

The following are key restricted categories:

1. Categories that Require Pre-Approval

Products in the following categories require pre-approval from Walmart before sellers can list them. To apply for approval, contact Support via the Help button in Seller Center.

• Cell phones and accessories
• Digital goods
• Fragrance
• Halloween and select seasonal products
• Jewelry and precious metals
• Luxury brands
• Software

2. Food and Perishable Items

While Walmart allows the sale of grocery items, sellers must comply with strict food safety regulations, including:

• FDA and USDA compliance for perishable goods
• Proper labeling and packaging
• Expiration date management

3. High-Risk and Regulated Products

Some products require sellers to obtain additional licenses, certifications, or approvals due to safety and legal regulations. Some of these include:

• Alcohol and tobacco products
• Firearms and ammunition
• Live animals and insects
• Medical devices
• Dietary supplements
• Baby and Children's products
• Cosmetics

For a complete overview of prohibited products and their unique requirements, visit the Prohibited Products Policy page.

4. Hazardous and Dangerous Goods

Products that are classified as hazardous materials (HAZMAT) by the Department of Transportation (DOT) or other regulatory bodies face strict limitations. For example, lithium-ion batteries are classified as hazardous materials and face strict shipping limitations. Some examples of hazardous and regulated items include:

• Explosives, such as fireworks
• Flammable substances
• Lawn darts
• Lithium-ion batteries (certain restrictions apply)
• Pesticides and pesticide devices
• Products containing toxic chemicals, such as paint remover that contains Methylene Chloride
• Refrigerant and ozone-depleting substances
• Sky lanterns

Refer to Walmart's policy on hazardous items, for more details.

5. Counterfeit and Trademarked Products

Walmart strictly prohibits the sale of counterfeit, pirated, or unauthorized products. Sellers must ensure their inventory is authentic and meets Walmart’s Intellectual Property compliance requirements. This includes:

• Knockoff designer goods
• Copyrighted music, movies, and software without proper authorization
• Any artwork or home décor pieces that infringe on the intellectual property rights of another

6. Items with Offensive Content

Any items that are viewed as offensive are prohibited from selling on Walmart Marketplace. This includes sexually explicit content, obscene references and violent graphics. All packaging, listing language and images must comply with Walmart's content standards.

7. Age-Restricted Items

Some product categories require buyers to be of a certain age, which places restrictions on who can sell them. These include:

• Adult content
• Vaping products and accessories
• Hunting equipment

Approval Process for Restricted Categories

Each prohibited product category has unique requirements that should be followed or Walmart will automatically unpublish your item. (Products using Walmart fulfillment have additional restrictions.)

For categories that require approval, Walmart follows a vetting process that typically involves:

Application Submission – Sellers must submit a Walmart seller application, providing details about their business, products, and certifications.

Document Verification – Walmart may request additional documentation, such as licenses, certificates of authenticity, and supplier agreements.

Compliance Check – Products must meet Walmart’s safety, legal, and quality standards.

Approval or Rejection – Once reviewed, Walmart either approves the seller to list in the category or provides reasons for rejection with necessary corrective actions.

To understand the requirements to comply in your category, visit Walmart's Prohibited Products Policy page.

Best Practices for Selling on Walmart Marketplace

1. Understand Walmart’s Guidelines

Familiarize yourself with Walmart’s Marketplace Seller Agreement and category-specific requirements. Non-compliance with Walmart’s guidelines can lead to product listing removals or account suspension.

2. Ensure Product Authenticity and Compliance

Avoid selling counterfeit or non-compliant products. Source inventory from reputable suppliers and maintain proof of authenticity and compliance with Walmart’s policies.

3. Optimize Listings for Searchability

Use high-quality images, keyword-rich product titles, and accurate, detailed descriptions to improve your product's visibility in Walmart’s search results.

4. Stay Updated on Policy Changes

Walmart periodically updates its marketplace policies. Regularly check for updates to ensure ongoing compliance.

5. Monitor Inventory and Pricing

Keep inventory levels updated and maintain competitive pricing. Walmart’s pricing algorithm favors sellers who offer competitive prices and reliable fulfillment options. Use an automated repricer to ensure you stay competitive and profitable

6. Provide Excellent Customer Service

Walmart values customer satisfaction. Ensure prompt responses to customer inquiries and provide hassle-free returns to maintain a high-performance rating. Offering great service and quality products will help you get more reviews on Walmart.

7. Leverage Walmart Fulfillment Services (WFS)

Similar to Amazon FBA, Walmart Fulfillment Services (WFS) allows sellers to store products in Walmart’s warehouses, enabling faster shipping and increased visibility.

Conclusion

Selling on Walmart Marketplace can be a game-changer for ecommerce businesses, but understanding its product categories and restrictions is crucial for success. By ensuring compliance, obtaining necessary approvals, and following best practices, you can optimize your listings, boost sales, and build a strong presence on Walmart Marketplace.

If you’re considering selling on Walmart or expanding your current catalog, take the time to research category requirements and establish a strategy that aligns with Walmart’s guidelines. This proactive approach will help you avoid compliance issues and maximize your potential on one of the world’s largest retail platform

FAQs

Can I sell in multiple product categories?

Yes.

What is the referral fee for my category?

Visit the Referral Fee Schedule for Contract Categories for a full list of Walmart Marketplace Categories.

Where can I view my product type?

After you've added items to your catalog, you can view the product type in your Catalog in Seller Center. Click the Columns button and then toggle to Product Type.

What should I do if my product type is classified incorrectly?

The product type you selected may not match the Walmart classified product type. The product type assignment is ultimately determined by Walmart classification. If you believe it is incorrect, you can report it to Walmart and suggest an alternate product type.

Navigate to the Listing Quality dashboard in Seller Center. On the item in question, click Details under the Action column. Select Report Issue under the Product Type modal and suggest an alternative from the dropdown menu. Walmart will investigate this issue and provide a resolution within a few business days.