What is the Walmart Listing Quality Score?

If you're an eCommerce seller on Walmart, you’ve likely come across the Listing Quality Score (LQS). This crucial metric determines how well your product listings perform in Walmart's search results, impacting visibility, conversions, and ultimately, sales. The higher your LQS, the better your chances of success on the platform. In this comprehensive guide, we'll explore strategies to optimize your Walmart listings and boost your LQS.

Understanding Walmart's Listing Quality Score (LQS)

Walmart’s LQS is a numerical score ranging from 0 to 100, assessing the completeness and quality of a product listing. It takes into account content, discoverability, offer, ratings and reviews. The LQS serves as a reliable health check for your listings and is provided at the catalog and item level.

This score is based on multiple factors, including content quality, searchability, offer competitiveness, and customer satisfaction. Let’s break these down:

• Content Quality: The accuracy, relevance, and completeness of your product title, description, and images.
• Discoverability: The effectiveness of your product in appearing in search results, driven by optimized keywords and attributes.
• Offer: Pricing, shipping speed, and availability compared to competitors.
• Customer Experience: Positive buyer experiences, including fast shipping and responsive customer service, contribute to a higher LQS by encouraging repeat business and positive reviews.

By focusing on these elements, you can enhance your LQS and gain a competitive edge.

Definition and Importance of LQS

The Listing Quality Score (LQS) is a pivotal metric used by Walmart to assess the accuracy and completeness of product listings. This score is crucial because it directly influences a product’s visibility in search results, click-through rates (CTR), and overall sales performance. A high LQS means your product is more likely to appear at the top of search results, driving more traffic and increasing the likelihood of sales. A well-crafted and informative listing not only boosts your chances of making a sale but also signals to Walmart’s algorithm that your listing is relevant and valuable. This, in turn, enhances your product’s visibility and can lead to a significant uptick in sales.

Factors Affecting Listing Quality Score

Several key factors contribute to a product’s LQS, each playing a vital role in determining the overall quality and effectiveness of your listing:

• Customer Reviews: Positive reviews and high ratings significantly boost your LQS, as they reflect customer satisfaction and trust.
• Pricing: Competitive and accurate pricing is essential. It not only affects your LQS but also influences purchase decisions.
• Product Descriptions: Detailed, accurate, and well-written product descriptions improve your LQS by providing customers with the information they need to make informed decisions.
• Images: High-quality images that accurately represent the product are crucial. They help customers visualize the product, leading to better engagement and higher LQS.
• Keywords: Relevant and accurate keywords in your product title and description enhance discoverability and improve your score.
• Product Attributes: Complete and accurate product attributes, such as size, color, and material, are essential for a high LQS. They help shoppers find exactly what they’re looking for.
• Customer Experience: A positive experience, including fast shipping and responsive customer service, contributes to a higher LQS by encouraging repeat business and positive reviews.

How to View Your Listing Quality Score

You can find your score on the Listing Quality dashboard in Walmart Seller Center. In the dashboard, sellers can see their score, review listing issues, missing keywords, and other suggestions and then take action to apply the recommendations. The Listing Quality dashboard is a helpful resource for sellers as it removes the guesswork from optimizing listings and offers recommendations to improve listing content and discoverability.

Steps to access the Listing Quality dashboard:

• Select Listing Quality under the Growth section in Seller Center
• Filter by Trending Items to show items that have generated demand, or Walmart Fulfilled Items.
• To view your item’s score breakdown, select Details next to the item name.

How to Improve Your Listing Quality Score on Walmart

1. Optimize Your Product Title

Your product title is one of the most critical factors for both search ranking and conversions. Walmart recommends following a structured format:

• Brand + Key Features + Product Type + Attributes (Size, Color, etc.)
• Example: Adidas Women’s Running Shoes, Lightweight, Size 9, Pink

Tips for optimizing product titles:

• Use clear, concise language.
• Include relevant keywords naturally without stuffing.
• Follow the title character limit (50-75 characters).
• Avoid promotional phrases like “Best” or “Free Shipping.”

2. Enhance Product Descriptions & Key Features

A well-structured product description improves both LQS and conversions. Include a brief product overview that highlights the key attributes and benefits, helping customers make informed purchase decisions. Walmart’s guidelines emphasize:

• Short Paragraphs: Keep descriptions easy to read.
• Use Keywords Naturally: Help discoverability without keyword stuffing.
• Avoid Subjective Language: Stick to factual information rather than opinions.
• Bullet Points for Key Features: Highlight the main benefits and specifications.

Example of a structured key feature list:

• Lightweight and breathable mesh upper
• Cushioned sole for all-day comfort
• Available in multiple sizes and colors
• Designed for both casual and athletic use

3. Upload High-Quality Images & Videos

Images significantly impact Walmart’s LQS. Walmart suggests using high-resolution images (minimum 1500x1500 pixels) with a white background.

Best practices for product images:

• Use at least 4-6 images showcasing different angles.
• Include lifestyle images demonstrating product use.
• Provide zoom-in capability with clear, high-resolution images.
• Avoid watermarks, logos, or unnecessary text.

Videos can further enhance engagement. Consider adding a short, informative product video highlighting features and benefits.

4. Optimize Keywords & Attributes for Discoverability

Walmart’s search algorithm relies heavily on structured product attributes and relevant keywords. To improve discoverability, use relevant keywords in titles, descriptions, and attributes. Make sure you have completed all important product information such as color, size, material, and the intended use. You can research trending keywords for your products using third-party software or Walmart's own keyword suggestions.

5. Competitive Pricing & Fast Shipping

Walmart prioritizes competitive pricing and quick delivery in its rankings. Sellers enrolled in Walmart’s expedited delivery and fulfillment programs often see improved LQS and higher conversion rates.

Pricing Tips:

• Regularly monitor competitor pricing.
• Use an automated repricer to stay competitive.
• Offer bundle deals or promotions to increase perceived value.

Shipping Strategies:

• Keep fulfillment speeds fast and reliable.
• Use Walmart Fulfillment Services (WFS) for streamlined logistics.
• Enroll in Walmart’s OneDay or Two Day delivery for quick shipping and better search ranking.

6. Improve Customer Experience & Ratings

Positive customer feedback boosts your LQS and the credibility of your brand. You can enhance the experience for your buyers simply by responding to inquiries promptly and resolving issues quickly. Ensuring your listings are thorough and accurate will also reduce customer returns and help maintain a low return rate.

Encourage Reviews within Walmart's Guidelines

When it comes to reviews, it is crucial for sellers to be aware of and follow the Marketplace Review policies, as any violation may result in account suspension or termination. For instance, Walmart does not allow sellers to send post-purchase emails requesting reviews, and any promotional inserts in packages is strictly prohibited.

However, the Marketplace does take action to help get more reviews. Walmart automatically sends an email to buyers three days after making a purchase (as long as the buyer has opted to receive emails from Walmart). This email includes a request to leave a review for the product and for the Marketplace seller. If the purchaser has not opened this email after seven days, Walmart will send a second email.

Sellers can also generate product reviews through the following methods:

• Enroll eligible items in Walmart's Review Accelerator Program to incentivize customers to leave an honest review.
• Conduct product sampling with an approved third-party solution provider to increase reviews.
• Share and publish reviews from your website to Walmart with the Review Syndication program. Be sure to use an approved syndication provider, like TargetBay. "Walmart Review Syndication is a game-changer for brands looking to maximize their sales on Walmart. By automatically sharing authentic customer reviews from your D2C eCommerce website to Walmart.com, brands can build trust, improve conversion rates, and enhance discoverability. More high-quality reviews mean more visibility, stronger sales performance, and a better customer experience—all with minimal effort from the brand. TargetBay is proud to offer this functionality through our exclusive partnership and integration with Walmart." - Ford Crane, Director of Partnerships, TargetBay

7. Stay Compliant with Walmart’s Guidelines

Walmart has strict listing policies, and violations can negatively impact your LQS. Regularly review Walmart Seller Center updates to stay compliant and avoid these common mistakes:

• Inaccurate or misleading product information.
• Duplicate listings for the same product.
• Violating Walmart’s prohibited product policies.

8. Leverage Walmart’s Analytics Tools

Utilize the free tools and reports found in Seller Center to get actionable insights to track and improve your Listing Quality Score.

• Search Insights Dashboard: With this dashboard, you can get valuable data to help you understand how the top items in your catalog are performing. (Items with a Listing Quality score under 50 may be omitted from the Search Insights report.) Analyze the number of page views and clicks on your product listings to see which listings are attracting the most traffic and identify areas for improvement.
• Search Catalog Performance: This section of the Search Insights dashboard shows details on how certain keywords impacted your item’s search performance. 
• Search Query Report: This report is also found under Search Insights, and it is valuable because it shows the keywords customers are using to find your products. This can help you identify growth opportunities to fill in the gaps and improve your LQS.
• Listing Quality Dashboard: This dashboard provides key listing insights including areas needing optimization, competitor comparisons and feedback trends.

Additionally, third-party software like Sellegr8 can provide deeper insights into keyword rankings and sales trends.

Common Issues and Solutions

Common issues that can negatively impact a product’s LQS include incomplete or inaccurate product information, poor product images, inconsistent pricing, lack of customer reviews, and inadequate product attributes. To address these issues, sellers can take the following steps:

• Ensure Accurate and Complete Product Specifications: Make sure all product details and specifications are accurate and complete, including details like size, color, and material. This helps to reduce returns by providing shoppers with a thorough description of the product before they make a purchase.
• Use High-Quality Product Images: Invest in high-resolution images that accurately represent the product. This helps in reducing customer returns and improving the overall customer experience.
• Maintain Consistent Pricing: Regularly monitor and update your pricing to ensure it remains competitive and accurate.
• Encourage Customer Reviews: Actively seek customer feedback and reviews. Respond promptly to any negative feedback to show that you value customer satisfaction.
• Utilize the Listing Quality Dashboard: View recommendations for improvement and resolve listing issues such as missing attributes, poor descriptions, and other errors that can be rectified to improve your LQS.

Final Thoughts

Improving your Listing Quality Score (LQS) is crucial for maximizing product visibility and sales on the Walmart Marketplace. By optimizing your product titles, descriptions, images, offers, and overall customer experience, you can significantly boost your LQS, increase conversion rates and outperform competitors.

Regularly monitor Walmart’s analytics tools, stay competitive with pricing and shipping, and maintain excellent customer service to sustain long-term success. Start implementing these strategies today, and watch your Walmart LQS and your sales soar!