Master Walmart Marketplace with Helium 10 | Tips & Strategies

Vova Even Sep 29, 2023
12 People Read
Table of Contents
  1. How to Dominate the Walmart Marketplace with Helium 10
    1. Who is Carrie Miller
    2. A Quick Glimpse into Why You Should Sell on Walmart
    3. A Detailed Peek into Why You Should Sell on Walmart
    4. How to Start Selling on Walmart
    5. How to Crush it on Walmart?
    6. The Benefits of Selling on Walmart
    7. Amazon vs Walmart: Which eCommerce Giant Reigns Supreme?
    8. What is the Walmart Ranking Algorithm?
    9. Helium 10 Tools for Selling on Walmart
    10. How to Start Using Helium 10 for Walmart
    11. Bonus Tips for Selling on Walmart
    12. The Bottom Line

Disclosure: Hi! It's Vova :) Some of the links in this article may be affiliate links. I get a commission if you purchase after clicking on the link, this does not cost you more money, and many times I can even get a nice discount for you. This helps me keep the content free forever. For you. Thank you! :) 

How to Dominate the Walmart Marketplace with Helium 10

Hey everyone, Vova here!

Today we're going to talk about how to dominate the Walmart marketplace with Helium 10.

If you're not selling on Walmart yet, you might be wondering why you should even bother.

But trust me, now is the perfect time to get in on the ground floor and position yourself for success.

Joining me today is Carrie Miller from Helium 10, who's going to share some insights on how to make the most of this opportunity.

But before we dive in, let me just give you a quick background on who she is and what she does.

helium 10 walmart discounts

Who is Carrie Miller

Carrie Miller is a seasoned eCommerce expert who has been working in the industry for over 10 years.

As a brand evangelist and customer advocate at Helium 10, she has helped countless Amazon and Walmart sellers achieve their goals by leveraging the power of their software.

With a well-rounded experience in the eCommerce world, she has been selling on Amazon since 2016 and expanded to Shopify and Walmart.

A Quick Glimpse into Why You Should Sell on Walmart

Now, let's get back to Walmart and talk about why you should sell on it.

Carrie mentioned that while the traffic on Walmart might not be as high as Amazon's yet, that's actually a good thing.

It means there's less competition and more opportunity to stand out and get noticed.

According to a recent survey, 17% of Amazon sellers on Walmart are already making $10,000 or more a month, and 5% are making $50,000 or more.

And that's just the beginning!

As Walmart continues to expand and attract new customers with initiatives like its Walmart Plus subscription service, the potential for growth is enormous.

By getting in early and establishing a strong presence, you can position yourself for long-term success and create a valuable income stream that will only continue to grow over time.

A Detailed Peek into Why You Should Sell on Walmart

Before we talk about how to get started selling on Walmart, let's talk about why you should consider selling on Walmart in detail.

First off, let me just say that Walmart is not just some outdated brick-and-mortar store.

In fact, Walmart has 120 million unique visitors every month.

That's right, 120 million!

Sure, Amazon has about 200 million visitors a month, but 120 million is still a pretty darn good number, and it's not that far behind Amazon.

One thing you may not know is that Walmart has just over 100,000 sellers, while Amazon has about 2.5 million sellers (or maybe 1.9 million, depending on the source).

So, if you're already selling on Amazon, you'll face a lot less competition on Walmart.

And if you're not yet selling on Amazon, well, that's just one less obstacle to worry about.

So, what else is great about selling on Walmart?

Well, for starters, you can expand your customer reach and just get more sales that way.

These could be people that don't really shop on Amazon, but are loyal Walmart customers.

And if you're an international seller, don't worry, you can still sell on Walmart.

All you need is a W-8 or W-9 to show that you're paying taxes in the US and EU, and a physical address where you do fulfillment in the United States.

But, perhaps the best thing about selling on Walmart is that it's a lot less expensive than selling on Amazon.

That's right, you heard me.

A lot less expensive!

In fact, I've moved products over from Amazon to Walmart and have seen organic sales without even trying.

And when I did start running some Pay-Per-Click ads, it was a lot less expensive than it was on Amazon.

So, what's my strategy?

Well, I haven't created any new products for Walmart.

I've simply taken the products that I already had and moved them over.

And it's not just me, countless Amazon sellers have found success on Walmart by doing the same thing.

So, if you have products that you're already selling or maybe a product that's just not really profitable on Amazon because it's so competitive all of a sudden, it's a really good opportunity to move it over to Walmart.

But how do you get started with selling on Walmart???

How to Start Selling on Walmart

That's where Helium 10 comes in.

With a range of powerful tools designed specifically for Walmart sellers, you can streamline your operations, optimize your listings, and drive more traffic and sales than ever before.

Before diving into the details of Helium 10's tools for Walmart, let's briefly touch on a few key ones to have a general understanding.

Helium 10 Keyword Tracker for Walmart lets you monitor your keyword rankings and identify opportunities to improve your listings and drive more traffic.

Meanwhile, the Walmart Profitability Calculator (part of the Walmart Chrome extension by Helium 10) helps you analyze your costs and margins to ensure you're making the most profit possible.

Those are just two examples of the many powerful tools available through Helium 10.

Whether you're just starting out on Walmart or you're looking to take your existing business to the next level, Helium 10 can help you achieve your goals and dominate the competition.

How to Crush it on Walmart?

Create Great Content for Walmart

If you're an Amazon seller, you've probably already got some pretty impressive content creation skills.

Well, here's some good news: Walmart wants you to use those skills to create great content for their platform too.

They're really focused on content, and they even have a listing quality score that measures the quality of your content.

The great news is that if you're already an Amazon seller, you can easily adapt your content to the Walmart platform.

There are a few differences in the way you structure things, but it's not hard to learn.

And with a little bit of practice, you'll be creating top-notch Walmart listings in no time.

Syndicate Your Shopify Reviews to Walmart

One thing that can really help your Walmart listings get off the ground is bringing over your reviews from your Shopify site.

Yes, that's right – you can syndicate your Shopify reviews to Walmart.

I was able to do this myself, and it really helped get my listing going.

It's a great way to get started with those all-important reviews, which can be a real challenge when you're just starting out.

Now, I should warn you that it can take a few weeks for the syndication to get going.

Walmart is backed up at the moment, so you'll need to be patient.

But trust me – it's worth the wait. And once your reviews start coming in, your Walmart listings will really start to take off.

Walmart is sort of like FBA in that they offer a fulfillment service for your products.

You send your products to their fulfillment centers, and they take care of the rest.

And if you're an Amazon seller, you can easily transfer your Amazon listings over to Walmart too.

It's a great way to expand your reach and start selling to a whole new audience.

Now, you might be thinking: "But Amazon has 2.5 million sellers, while Walmart only has 100,000. Isn't that a big difference?"

Well, yes, it is.

But here's the thing: Walmart still has 120 million unique visitors to its site.

That's nothing to sneeze at.

And their user base is growing all the time.

Plus, Walmart is a huge company with a lot of resources.

They're older than Amazon, and they have a lot of money to invest in their platform.

So if you're looking to expand your business and start selling on a new platform, Walmart is definitely worth considering.

And the best part?

Review syndication is free through Walmart.

There are other companies that offer this service, but you have to pay for it.

If you start with a paid service, you won't be able to syndicate your reviews to Walmart for free.

So I definitely recommend going straight through Walmart.

To get started with review syndication, just apply through Walmart and wait a few weeks for approval.

Once you're accepted, you'll need to upload a spreadsheet of your reviews, and Walmart will take care of the rest.

It's pretty easy, and it's a great way to get those all-important reviews on your Walmart listings.

Get Reviews on Walmart

When you start selling on Walmart, it's highly essential to focus on getting reviews.

Reviews are like the fuel that starts the engine, and they give your product the initial push it needs to get going.

It's like when you're trying to start a bike with a flat tire, you can't move it without help.

But once you get that first push, you can keep going, and the momentum will build.

Reviews are important because they help potential customers make a decision about whether or not to buy your product.

When they see positive reviews, they are more likely to trust your product and make a purchase.

And since Walmart has a massive customer base, the potential for exposure is enormous.

But even if you don't have any reviews yet, don't be discouraged.

I've been selling a product on Walmart without any reviews, and I'm still making sales.

However, reviews can definitely help with conversion, so it's worth putting in the effort to get them.

The Benefits of Selling on Walmart

One of the perks of selling on Walmart is that you have access to customer information for everyone who orders from you.

This includes their email addresses, which you can use to build lookalike audiences and run email marketing campaigns.

It's a great way to drive additional traffic and sales to your product.

Another advantage of selling on Walmart is that the PPC costs are much lower compared to Amazon.

It's a lot easier to launch a product on Walmart than on Amazon, and you don't need to be a PPC expert to get started.

I use Pacvue, which is a simple and straightforward sponsored ads process.

You can choose different placements, but you can't do negative targeting yet or choose which competitor products to advertise on. 

However, it's still a good opportunity for those who are new to PPC.

Yes, with around 100,000 sellers on Walmart, there's less competition compared to Amazon.

But that doesn't mean it will always be that way.

As more sellers flock to Walmart, the competition will increase, so the time to get started is now.

Lastly, there's the potential to get invited by Walmart to sell in their physical stores.

This is a great opportunity if you have the capital to fund the inventory required for retail stores.

I know some people who have been invited to sell in Walmart, and it's definitely worth considering if you're looking to expand your business.

In addition, there are around 800,000 product opportunities with no competitors on Walmart, which is an excellent opportunity for those looking for products that are not competitive on Amazon.

It's a chance to find a niche that isn't yet saturated and establish yourself as a leader in that space.

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Amazon vs Walmart: Which eCommerce Giant Reigns Supreme?

Here's a comparison you won't want to miss, Amazon Vs Walmart!!!

Essentially, if we stack Amazon against Walmart, it's clear that they have some distinct differences.

Selective Selling Policy – For one, Walmart is a little more picky about who they let sell on their platform.

They want established brands, good ratings, and a strong online presence.

So, if you're just starting out, you might want to wait until you've built up your reputation before applying.

But don't worry, I've got resources for you at the end of this article to help you with the process.

Fees & Fulfilment Services – Another difference is the fees.

With Amazon, you have to pay a monthly fee for their pro account, but with Walmart, you only pay referral fees and fulfillment service fees when you actually sell something.

So, if you're not making sales, you're not paying anything.

Plus, Walmart has in-store pickup options, which can be a great way to get products into customers' hands quickly.

Traffic and Rich Media – One of the biggest differences is traffic.

Amazon has over 200 million visitors per month, while Walmart has around 120 million.

However, Walmart does have something called "Rich Media" which is similar to Amazon's A+ content.

It's currently only available in video format, but it has a lot of capabilities that Amazon's content doesn't.

For example, there are different infographic-style videos that can really make your products stand out.

The only downside is that you have to host the content somewhere else, which can be a bit of a hassle.

Listing Optimization – Listing optimization is also a bit different on Walmart.

It's not totally crazy, but it is something you need to keep in mind.

You want to make sure you're using the right keywords and that your product descriptions are clear and concise.

But don't worry, there are plenty of resources out there to help you with this.

Fulfilment Service – Next, Walmart has its own fulfillment service, which is similar to Amazon Prime and FBA.

The cool thing about Walmart is that they've been doing fulfillment for years, even if they didn't have dedicated warehouses like Amazon.

They've been able to ramp up quickly by using their existing stores as storage facilities, which means your products are more readily available to customers.

If you're an online seller, you may have already considered expanding your business to Walmart.

But maybe you're hesitant, just like I was (Vova).

Last year, we got an email from Walmart inviting us to sell on their platform.

However, being an Israeli company, we didn't have an LLC in the United States, which made things a little more complicated.

But as they say, where there's a will, there's a way, and there are still some options available for international sellers to apply.

At first, I was skeptical about Walmart's e-commerce potential.

I mean, we all know Walmart is a giant in retail, but what about online shopping?

Turns out, I was wrong. Walmart is expanding its eCommerce business, and fast.

So, if you haven't considered it yet, you might want to start thinking about it now.

One thing that used to hold people back from advertising on Walmart was Walmart's Pay-Per-Click system. 

It used to be tough to advertise unless you were ranked in the top 128 spots.

However, Walmart recently changed this and made it easier for sellers to advertise their products.

You can now get to the top of the search by using PPC, which is a great improvement.

Moreover, Walmart also changed its auction system.

Previously, if you bid $5, you would have to pay $5, regardless of the going rate.

Now, they've switched to the Amazon method where you only pay the going rate, which means you can potentially save a lot of money.

To sum up, Walmart is definitely a growing opportunity for online sellers, and there are now more options available for international companies to join.

So, which platform is better?

It really depends on what you're selling and what your goals are. If you're just starting out, Amazon might be the better option because it's easier to get started and has a larger audience.

But if you're an established brand with good ratings and a strong online presence, Walmart could be a great choice.

Plus, their fulfillment service is top-notch.

In the end, it's up to you to decide which platform is the best fit for your business.

Just remember to do your research, read up on the application process, and optimize your listings for success.

And if you need help along the way, there are plenty of resources out there to guide you. 😉

What is the Walmart Ranking Algorithm?

Now, let's talk about Walmart's ranking algorithm.

It's a little bit different than Amazon's, so listen up.

First off, there are different product types on Walmart, and each type has a list of queries that are associated with it.

If your keyword isn't part of that list, you won't show up for it.

It's kind of like choosing the wrong category on Amazon, except it's even more important on Walmart.

So make sure you choose the right product type for your listing.

If you mess up, don't worry too much, you can always open up a ticket and have Walmart change it for you.

Now, if you want to optimize your ranking and relevance, you can rank in the spots 540 to 128 based on your listing quality.

But to get any higher than that, you'll need to have some conversions, which is why Pay-Per-Click (PPC) is so important.

Plus, Walmart's Fulfillment Services (WFS) can also help you rank higher.

I actually had some products go to the top 10 just by enrolling in WFS, without any conversions yet.

It's like the FBM vs FBA thing on Amazon – using Walmart's Fulfillment Services can really give you a boost in ranking.

However, something else that's different on Walmart is that they kind of play favorites with certain products.

They can "pin" certain products to the top 10, even if the products don't technically rank there organically.

So even if you're organically ranking number one, they could still pin you lower if they want to highlight another product.

This can be good or bad for you, depending on the situation.

But having really good content can help your chances of getting pinned higher, so keep that in mind.

Helium 10 Tools for Selling on Walmart

Helium 10 Cerebro

If you're looking to sell on Walmart, then you're in luck because Helium 10 offers several helpful tools to make your life easier.

One great tool that helps with selling on Walmart is Cerebro.

Let me tell you, this tool is a game changer. It's like having a secret weapon up your sleeve that your competitors don't have.

Before we had these tools, selling on Walmart was like trying to navigate through a dense forest with a blindfold on.

It was tough, let me tell you.

But now with Cerebro, we can see exactly where our competitors are ranking and what keywords they're targeting.

And that's just the tip of the iceberg.

To get started with Cerebro, all you need is the product ID.

You can find this at the end of the product URL or on the Helium 10 Chrome extension called "Xray" on Walmart.

From there, you just do a reverse product ID search, and voila, you'll see where your competitors are ranking!

One of my favorite things about Cerebro is that you can spy on your competitors' PPC strategy.

You can see where they're advertising and what keywords they're targeting.

This is super helpful when you're starting your own Walmart advertising campaigns because you can make sure to target those same keywords.

And speaking of keywords, Cerebro makes it easy to sort and compare your keyword strategy to your competitors.

You can see where you stand in terms of ranking and search volume.

And speaking of search volume, it's important to note that Walmart customers tend to use filters more often than on Amazon.

So while you might have a lot of long tail keywords on Amazon, on Walmart, it's more about the main keyword and using filters to narrow down their search.

Helium 10 Magnet

Helium 10 has another powerful tool up its sleeve that's perfect for keyword research – Magnet.

Magnet is a versatile keyword research tool that helps you find the right keywords to optimize your listings on Walmart.

With Magnet, you can easily compare search volumes on Walmart and Amazon and sort out different keywords to determine which ones are the most effective for your products.

One thing to keep in mind is that Walmart shoppers tend to use filters more often than Amazon shoppers.

This means that you need to be strategic with your keyword research and make sure you're targeting the right long-tail keywords that shoppers are searching for.

With the advanced search filters and suggested keywords of Helium 10 Magnet, you can easily find the right long-tail keywords to optimize your listings and boost your sales on Walmart.

Another cool feature of Magnet is that it helps you spy on your competitors' keywords and gives you insight into their PPC strategies.

This information can be incredibly valuable when you're starting out with Walmart advertising, as it allows you to see where your competitors are advertising and which keywords they're targeting.

So, whether you're a seasoned seller or just starting out on Walmart, Magnet is a must-have tool for any serious seller looking to optimize their listings and dominate the competition.

Helium 10 Chrome Extension - Xray

As I mentioned earlier, Helium 10 offers a Chrome extension called Xray.

This tool is a game-changer when it comes to analyzing your competition and gauging your own potential success.

With Xray, you can view monthly sales estimates and monthly units sold, as well as compare the data side by side to Amazon data if it's available.

This allows you to see different areas where you can beat your competition and increase your sales.

Xray also provides other helpful data points such as total revenue and average revenue for the seller, average revenue on Amazon, and average price.

It's interesting to note that sometimes the average price on Walmart can be higher than on Amazon.

However, it's important to keep your prices consistent across both markets, as they will penalize you on either one if you don't.

Another key data point that Xray provides is the percentage of WFS being used by your competition.

This is a big part of ranking, and once you start using WFS, it can really boost your own rankings.

So, if you see that fewer sellers are using WFS for a particular product, that could be a sign that it's worth pursuing.

Xray also provides product details such as whether a product is promoted or sponsored, the product ID, Universal Product Code (UPC), price, and sales information.

This is similar to the Amazon version of the tool but with the added benefit of combining Amazon and Walmart data.

But the real gem of Xray is the listing quality score.

Walmart puts a lot of emphasis on listing quality when it comes to ranking, and Xray provides a score for each product that takes into account things like fulfillment speed, ratings, and reviews.

This is incredibly useful information when it comes to beating your competition.

You can also see the breakdown of the listing quality score, including the title information, description, image quality, offer (i.e. how fast you ship), pricing, and ratings and reviews.

By seeing where your competition is lacking in their listing quality score, you can identify areas where you can improve and gain an edge.

Helium 10 Keyword Tracker

Now, let's talk about the Helium 10 Keyword Tracker for Walmart.

This tool allows you to monitor the keyword positions of your keywords, and the keywords of your competitors.

Helium 10 Profits

Next up is the Helium 10 Profits tool for Walmart. This tool allows you to track your profits on Walmart by connecting your Walmart account to Helium 10.

You can easily see an overview of your profits, monitor each product, and choose different date ranges to analyze your performance.

It's a great way to keep an eye on your successes and failures.

Helium 10 Project W (for Walmart)

But wait, there's more!

Have you heard of Project W?

It's a comprehensive training program initiated by Helium 10 that teaches you everything you need to know about selling on Walmart, from the application process to optimizing your listings.

This is an incredible resource if you're looking to expand your business to Walmart.

Helium 10 Freedom Ticket 3.0

And if you really want to take your Walmart selling to the next level, check out Helium 10's Freedom Ticket 3.0 for Walmart.

This program is incredibly detailed and covers everything from product research to advertising to inventory management.

The instructors, Michael Lehbar and David Milstein, have been selling on Walmart for five years and have a wealth of knowledge to share.

Helium 10 Boost

Last but not least, let's talk about Helium 10's Boost feature in the Keyword Tracker tool.

This feature allows you to track up to 250 keywords and see your organic and sponsored ranks, as well as the search volume for each keyword.

But the real power of Boost is that it checks your rank every hour, rather than every 24 hours like normal.

This is incredibly useful when you're launching a product and want to keep a close eye on its performance.

How to Start Using Helium 10 for Walmart

If you're looking to get started with Helium 10, there are a few things you should know.

First, being my follower, you can exclusively sign up for a free Helium 10 account, which will give you access to some of the basic features of the tool.

Additionally, you can take advantage of my special discount offer for Helium 10, such as the code VOVA6M20 for 20% off your first 6 months or VOVA10 for 10% off every month.

When deciding which plan is best for you, it's important to consider your needs and goals as a seller.

Helium 10 offers a variety of pricing options, each with different features and benefits, so take some time to compare them and choose the one that's right for you.

To compare the plans side by side, visit the Helium 10 Pricing Page.

Anddddd, If you're interested in selling on Walmart, you may also want to check out Helium 10's Freedom Ticket Walmart Course, which can help you navigate the platform and optimize your listings for success.

Bonus Tips for Selling on Walmart

How about some bonus tips to wrap up our discussion on selling on Walmart?

First and foremost, don't forget that Walmart allows you to download customer information, which can be incredibly useful for your business.

And while Amazon may have taken away the ability to do this, it's still available on Walmart, so make sure to take advantage of it.

Another helpful tactic is to use Search Find Buy to boost your product's ranking on Walmart.

Additionally, syndicating your reviews can help increase your visibility and credibility on the platform.

And finally, enrolling in Walmart Fulfillment Services can give your products an extra boost in the rankings.

For those interested in learning more about selling on Walmart, be sure to check out the Project W playlist on YouTube, which covers everything you need to know from A to Z.

And if you're looking for a powerful tool to help you with your Walmart (and Amazon) sales, we recommend Helium 10.

In particular, the Diamond plan is the most optimal for Walmart sellers, though the Platinum plan can be helpful as well.

To sweeten the deal, we're offering great discounts for Helium 10.

Once you have a subscription, you'll also gain access to Freedom Ticket Walmart, an essential course for those looking to succeed on the platform.

helium 10 discounts for walmart sellers

The Bottom Line

In conclusion, selling on Walmart can be a great opportunity for eCommerce sellers, particularly in the United States.

With 100,000 sellers already on the platform, it's a competitive market, but one that offers ample room for growth and success.

And with the right tools and strategies, you can make the most of this exciting opportunity.

Thanks for reading, and happy selling!


Vova :)

P.S. - Helium 10 is also used for Amazon, here's how to use it best.

Table of Contents
  1. How to Dominate the Walmart Marketplace with Helium 10
    1. Who is Carrie Miller
    2. A Quick Glimpse into Why You Should Sell on Walmart
    3. A Detailed Peek into Why You Should Sell on Walmart
    4. How to Start Selling on Walmart
    5. How to Crush it on Walmart?
    6. The Benefits of Selling on Walmart
    7. Amazon vs Walmart: Which eCommerce Giant Reigns Supreme?
    8. What is the Walmart Ranking Algorithm?
    9. Helium 10 Tools for Selling on Walmart
    10. How to Start Using Helium 10 for Walmart
    11. Bonus Tips for Selling on Walmart
    12. The Bottom Line

Disclosure:  Hi! It's Vova :) Some of the links in this article may be affiliate links. I get a commission if you purchase after clicking on the link, this does not cost you more money, and many times I can even get a nice discount for you. This helps me keep the content free forever. For you. Thank you! :)