Walmart Unlocks Self-Service Brand Highlights: What Brands Should Do Next

Walmart just gave brand owners one of the tools they've asked for the longest. As of October 6, eligible brand owners can build Brand Highlights directly on their Walmart product pages: rich content made of images, video, and text, created self-serve in Seller Center.

For brands that built their playbook on Amazon, this is Walmart's closest answer yet to A+ Content. Until now, getting enhanced content onto Walmart.com usually meant going through a third-party content partner. Now brands can create, manage, and update it themselves.

We think this is one of the most important marketplace updates Walmart has shipped this year, so here's what it is, why it matters, and how we'd approach it.

What Brand Highlights Is

Brand Highlights lets brand owners combine images, video, and text on the product detail page to tell their brand story and give shoppers more product information. Walmart positions it as a conversion tool: the more a shopper understands the brand and the product, the more likely they are to buy.

The building blocks mirror what Amazon sellers know from A+ Content:

• Hero banner: A large, brand-forward image that sets the tone for the page
• Single banner image: A supporting visual for a key benefit, use case, or feature
• Full video: A complete product or brand video, not just a short clip in the image stack

It's fully self-service. Brands create, manage, and update the content in Seller Center, and Walmart lets you apply content to up to 500 items at a time, then revise it as needed. That bulk capability matters for brands with large catalogs, since the same module can carry across a full product line.

Why This Matters

Brands no longer need a middleman. Enhanced content on Walmart has historically run through Walmart-approved content partners like Syndigo and Salsify, or tools like Optiwise for third-party sellers, which publish rich media to Walmart.com on a brand's behalf. That works, but it adds cost, a vendor relationship, and turnaround time. Self-serve Brand Highlights puts that control in the brand's hands.

It closes one of the biggest gaps with Amazon. On Amazon, A+ Content and Brand Stores are now standard. In Podean's 2026 Marketplace Index, 98% of the top Amazon brands we reviewed had an active Brand Store. Brands that invested heavily in their Amazon detail pages often had nowhere comparable to put that work on Walmart. Now they do.

It's another signal that Walmart is listening. Like negative keywords and lower Sponsored Video minimums earlier this year, this update makes it easier for brands and agencies to bring proven marketplace playbooks to Walmart and succeed there.

Who Can Use It

Brand Highlights is limited to eligible brand owners. Walmart hasn't published the full criteria yet, but its other brand tools point to the starting line: Brand Shop, Shelf, and Sponsored Brands are all reserved for brand owners registered in the Walmart Brand Portal, which requires an active USPTO trademark.

If you sell your own brand on Walmart and haven't registered in Brand Portal, that's step one. Resellers who carry a registered brand can request authorized reseller or acting brand owner privileges through Brand Manager in Seller Center, but Brand Highlights itself is a brand owner tool.

How We would Approach It

1. Start with your top sellers. The items already driving the most traffic and ad spend will see the fastest return from a stronger product page. Build Brand Highlights there first, measure conversion before and after, then expand.
2. Repurpose your Amazon A+ assets, then tailor them. If you've invested in A+ Content, you already have most of the raw material, and Walmart has built a Brand Highlights template designed to make repurposing A+ Content for Walmart easy. But don't copy and paste one brand template across every item. In our 2026 Marketplace Index, roughly 18-20% of Amazon A+ Content was generic brand content rather than tailored to the product. Use the hero banner for the brand, and use the banner image and video to answer the questions specific to that item.
3. Use the 500-item bulk tool strategically. Group items by product line or use case, build one strong module per group, and apply it in bulk. You get consistency across the catalog without building every page from scratch.
4. Lead with video. Most brands underuse video on Walmart. A full product or brand video is one of the clearest ways to show what makes the product different, and it now lives right on the page.
5. Pair it with your advertising. Better product pages make every ad click work harder. If you're running Sponsored Search or Sponsored Brands on Walmart Connect, update content on your most-advertised items first so paid traffic lands on your strongest pages.
6. Get it live before peak. Holiday traffic is the moment where better content pays off the most. Brands that set up Brand Highlights now will have it working for them through Q4.

The Bigger Picture

Walmart keeps closing the gap with Amazon, one tool at a time. Brand Highlights is a big one, because product content sits underneath everything else: search, advertising, and conversion. Brands that move early will have stronger pages heading into peak season while competitors are still working out what the feature does.

Podean will be rolling out Brand Highlights across our Walmart brand owners, starting with top sellers and most-advertised items. Reach out to us to learn more about how Podean can help you build a stronger Walmart presence.