Walmart Rich Media: What It Is and What It Does to Your Listings

Walmart Rich Media: What It Is and What It Does to Your Listings

Most Walmart sellers spend hours perfecting their titles, bullet points, and pricing, then leave the bottom half of their product detail page completely blank. That bottom half is where walmart rich media lives, and in 2026 it has become one of the clearest separation points between listings that convert and listings that stall. Rich media on Walmart is the collection of visual and interactive modules that appear below the main product images, what Walmart calls below-the-fold content. In this guide you will learn exactly what these modules are, why they matter for your walmart marketplace performance, and how to start using them to drive more conversions on walmart.com.

What Is Walmart Rich Media?

Walmart rich media is the enhanced, interactive content that appears in the "About the Brand" section of a walmart product listing, specifically below the fold, meaning below the main product images and primary description that every shopper sees first. It transforms a static product detail page into a visual storytelling experience by combining lifestyle images, product videos, comparison charts, FAQs, and interactive elements.

Rich media is separate from your above-the-fold content, which includes your main product images, title, price, and bullet features. Above the fold is where you win the click. Below the fold is where you close the sale. According to Walmart, rich media helps improve search results, increase order conversions, and reduce returns, making it one of the most impactful content upgrades available to any walmart seller.

 Walmart requires sellers to use an approved third-party hosting provider to display rich media modules. You cannot simply upload images directly through Seller Center for all module types. The content lives in an iFrame HTML container hosted on a compliant platform. SellCord handles this hosting as part of its rich media services, with month-to-month billing and no long-term contract required.

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Why Walmart Rich Media Matters for Your Listing Quality Score

The walmart listing quality score (LQS) is Walmart's composite metric for evaluating how accurate, complete, and competitive your offer is on the platform. Scores range from 0 to 100, with Walmart considering anything below 59% poor, 60-79% good, and 80-100% excellent. Rich media directly feeds into the Content Quality Score component of your LQS, one of the most controllable levers available to any walmart seller.

According to Walmart, the content quality score is calculated by having a clear and optimized title, an impactful image, and comprehensive descriptions added with rich media content. Leaving rich media blank means accepting a lower content quality score by default, and a lower LQS means lower organic search placement, reduced eligibility for premium placements, and a harder path to winning the walmart buy box. When you have excellent listing quality, your products rise to the top of search and browse results.

Beyond the algorithm, rich media solves a practical problem for walmart ecommerce sellers: shoppers cannot pick up or touch your product. Detailed feature images, demonstration videos, and side-by-side comparison charts fill the gap that a physical shelf experience would otherwise provide. The result is fewer returns, higher add-to-cart rates, and stronger long-term brand equity on walmart.com.

For sellers working toward the Pro Seller badge on Walmart, a high listing quality score is a prerequisite, and rich media is one of the fastest ways to raise that score once your core content is in place.

The 6 Walmart Rich Media Modules and What Each One Does

Not all rich media modules deliver the same value for every product. Here is a breakdown of every available module type, what it contains, and when to use it. The comparison table below offers a quick reference, with detailed explanations for each following.

1. Feature Set: The Foundation of Walmart Rich Media

A Feature Set is the core building block of below-the-fold content. It combines high-quality lifestyle images alongside text blocks in the "About This Item" section, allowing you to showcase product benefits, materials, and use cases with branded visuals that go beyond the plain white-background images required in your main image stack.

Feature sets are present in virtually every well-optimized Walmart listing because they are the most versatile module. Hero banners for Feature Sets should be 970x300 pixels, with smaller supporting images at 240x240 to 500x500 PNG format. Text should be concise, benefit-driven, and aligned with your brand's visual identity. Use high-quality, clear lifestyle images that showcase your product in real-world settings and highlight the main benefits in a concise way, incorporating brand-aligned colors to make key features stand out.

In 2026, Dashna now allows sellers to generate Feature Set layouts with AI-assisted image and text suggestions by toggling "Build with AI" on select module cards. This significantly reduces production time for new catalog additions and makes it easier than ever for any walmart marketplace seller to launch rich media without starting from scratch.

2. Product Videos: Your Most Engaging Module

Walmart supports up to five videos per product in the rich media section. Videos are ideal for product demos, usage tutorials, assembly walkthroughs, and customer testimonial clips. Videos are highly engaging and can quickly communicate key features, making it easier for customers to decide if the product fits their needs.

Technical requirements: videos must be MP4 format, no larger than 100MB, with a title no longer than 56 characters. Each video needs a thumbnail image of at least 640x360 pixels in JPG format and under 250KB. A closed caption file in VTT format is recommended for accessibility compliance. Videos must not redirect to external platforms like YouTube. They must be hosted on an approved provider.

For high-ticket items, complex products, or anything where fit or function is a purchase concern, video is the single most powerful module you can add to your walmart product listing.

3. Comparison Tables: Reduce Cart Abandonment and Cross-Sell

Comparison tables let you place your own products side by side on a single listing page. Instead of a shopper leaving to compare your SKUs on separate pages, or switching to a competitor, you keep them inside your catalog with a structured grid showing price, key features, ratings, and specs.

Comparison charts offer an opportunity to educate confused or hesitant shoppers on what product is best for them while also helping them discover similar products from your brand. The table typically includes columns for each product and rows detailing price, customer ratings, key features, and specific product details such as size, material, and warranty.

Limit the table to the most relevant product attributes to avoid overwhelming the viewer. For brands with multiple SKUs in a category, comparison tables are a direct cross-selling tool. A shopper who arrived at your entry-level product might upgrade to a premium version after seeing the side-by-side breakdown, a sale you would have lost entirely without the module.

4. Interactive Product Tour: Extend Dwell Time and Reduce Returns

An interactive product tour uses hot spots on a product image that shoppers can click to reveal feature callouts. Instead of reading bullet points, the buyer actively explores the product, identifying specific components and features at their own pace. Dashna's platform includes a Product Tour module with hot spots to interactively click through, which you can combine with other modules to customize your below-the-fold layout.

Dwell time, meaning how long a shopper stays on your listing, is a signal that feeds back into your listing's performance. Interactive tours extend dwell time more effectively than static content because they require active engagement. For products with multiple functional parts or assembly requirements, this module answers buyer questions before they become return requests.

5. FAQ Module: Answer Objections Before They Kill the Sale

The FAQ module allows you to embed pre-answered questions directly on the product page. Questions are typically grouped by category, for example Shipping, Returns, and Product Information, and include collapsible sections and interactive elements for a clean presentation. A FAQ section should be regularly updated to include new questions that arise over time, reflecting the latest customer needs.

The key to a high-performing FAQ module is using questions you know buyers are already asking. Your customer service inbox, your product reviews, and similar listings on walmart.com are the best sources of real buyer language. Answer questions plainly and factually. FAQ modules should reduce friction, not add promotional language.

6. Downloadable Documents: Add Depth for Complex Products

Downloadable PDFs are ideal for products that require detailed documentation: assembly manuals, sizing guides, warranty cards, spec sheets for technical equipment, or recipe guides for food products. Walmart requires documents in PDF format for device compatibility. These documents enhance the shopping experience by offering detailed information that customers might need post-purchase, improving convenience and clarity.

This module is especially valuable for furniture, tools, appliances, and health or safety products where buyers want to verify specifications before committing to a purchase. Downloadable documents are ideal for products requiring detailed instructions, like furniture assembly or equipment adjustments, technical specs, sizing guides, or safety information.

How to Add Rich Media to Your Walmart Listings: Step by Step

Before you begin: Most sellers in good standing on Walmart Marketplace are eligible to add rich media through Walmart Seller Center. If you are unsure about eligibility, confirm with your account manager or Walmart Seller Support. Some categories have specific content restrictions.

1. Identify Your Hosting Partner

Walmart requires all below-the-fold interactive modules to be hosted on an approved third-party platform. To display interactive content like feature sets, videos, or comparison charts on Walmart, you are required to use an approved third-party hosting provider. Without an approved host, your modules cannot be displayed on walmart.com. Approved providers include Dashna, or you can work directly with SellCord, which includes hosting as part of its rich media service.

2. Review the Category Style Guide

Walmart publishes category-specific style guides that dictate what content is appropriate and compliant for your product type. Find these inside Walmart Seller Center under your item setup documentation. These guides determine which modules are permitted for your category and any image or copy restrictions that apply. SellCord references these style guides when creating rich media to ensure content is compliant and appropriate for your products according to Walmart guidelines.

3. Create Your Assets to Spec

Prepare your assets according to the module specifications covered in this guide. Hero banner images should be 970x300 pixels. Supporting Feature Set images should be 240x240 to 500x500 PNG format. Videos must be MP4, under 100MB, with a 640x360 JPG thumbnail under 250KB. If you have existing A+ content from Amazon, SellCord can reformat those assets for Walmart compliance. Feature Sets are the closest equivalent to A+ Content on Amazon, making repurposing a faster, more cost-effective path than rebuilding from scratch.

4. Upload Through Your Hosting Platform

Upload your designed assets to your approved hosting platform. The platform generates a hosted URL for your content. This URL is what Walmart uses to pull your rich media content into the product page's iFrame HTML container. Each parent SKU requires its own hosted module set. Child SKUs under a variant group are included at no additional hosting cost.

5. Submit to Walmart Seller Center

Navigate to your item in Walmart Seller Center, locate the Enhanced Content section, and submit the hosted URL provided by your platform. Walmart's review process typically takes two to five business days. Once approved, your modules will appear in the "About the Brand" section of the product detail page when shoppers click "View More."

6. Monitor Performance and Refresh

After your rich media goes live, track the impact on your listing quality score through the LQS dashboard in Seller Center. Navigate to seller.walmart.com, click on Growth, and select Listing Quality under the Growth tab to see the full component breakdown. SellCord also uses Dashna analytics to connect rich media deployment to measurable shifts in conversion rate, dwell time, and add-to-cart rate. Because winning the walmart buy box is a continuous competition, keeping your below-the-fold content current with seasonal updates and new product information is important for staying competitive in walmart 2026.

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Common Walmart Rich Media Mistakes to Avoid

Rich media done wrong can create compliance issues, slow down your listing approval, or simply fail to convert. Here are the five most common mistakes walmart third party sellers make:

1. Using non-compliant hosting. Uploading rich media assets to a non-approved platform or hosting provider will result in submission rejection. Always confirm your provider is on Walmart's approved list before investing in asset production.

2. Skipping the category style guide. Each product type group has specific rules about what content is permitted. Submitting modules that violate category guidelines causes delays and can lead to content suppression.

3. Copying Amazon A+ content without reformatting. Amazon A+ content dimensions do not map directly to Walmart's specs. Reusing raw Amazon assets without resizing to Walmart's 970x300 hero and 240-500px supporting image standards produces poor visual results and can be rejected.

4. Overloading the comparison table. Including too many product attributes creates visual clutter. Limit your table to the four to six attributes buyers actually use to differentiate between options.

5. Setting it and forgetting it. Rich media is not a one-time task. Product updates, new variant additions, seasonal promotions, and algorithm changes all create reasons to refresh your below-the-fold content. Treat it like your listing title, something that gets reviewed regularly.

Frequently Asked Questions About Walmart Rich Media

What is Walmart rich media? Walmart rich media is the collection of interactive and visual modules displayed below the fold on a Walmart product detail page, inside the "About the Brand" section. It includes Feature Sets, product videos, comparison charts, interactive tours, FAQ sections, and downloadable documents. These modules are hosted by an approved third-party provider and submitted through Walmart Seller Center.

How do I add rich media to my Walmart listing? To add rich media to your walmart product listing, first select an approved hosting provider, then create your module assets to Walmart's specifications, upload them to your hosting platform, obtain the hosted URL, and submit that URL through the Enhanced Content section of Walmart Seller Center. Walmart's review typically takes two to five business days before modules go live.

What is below the fold content on Walmart? Below the fold content on Walmart refers to everything on the product detail page a shopper sees after scrolling past the main images, title, price, and bullet features. It is the area where rich media modules appear, specifically within the "About the Brand" section accessible by clicking "View More" on the listing. Above the fold includes videos and 360 images. Below the fold is where feature sets, comparison charts, interactive tours, and more live.

Does rich media improve my Walmart listing quality score? Yes. Rich media content is a component of the Content Quality Score, which feeds directly into the overall Listing Quality Score. According to Walmart, the content quality score is calculated by having a clear and optimized title, an impactful image, and comprehensive descriptions added with rich media content. Improving your LQS above 80 is the threshold Walmart considers excellent, and it can increase visibility in search and browse results.

How do I host rich media for Walmart? Walmart requires all rich media modules to be hosted on an approved third-party platform. The hosting platform stores your module assets and provides a URL that Walmart references to display the content in an iFrame on your product page. Hosting is billed per parent SKU, with child SKUs included at no additional charge. See SellCord's walmart rich media creation and hosting service for pricing and package details.

Start Using Walmart Rich Media Before Your Competitors Do

Walmart rich media is one of the few content investments that pays off at multiple levels at once: it raises your walmart listing quality score, keeps shoppers on your page longer, reduces returns, and directly supports conversions. With most walmart marketplace sellers still leaving their below-the-fold space empty in 2026, deploying even a basic Feature Set and one product video puts your listing ahead of the majority of your competition. The sellers who move on this now will be the hardest to displace later. Explore more strategies for growing on SellCord's Walmart seller blog.

Want expert help building and hosting rich media for your Walmart listings? SellCord's team of Walmart specialists designs, creates, and hosts every module type, fully compliant with Walmart's guidelines. Month-to-month pricing, no long-term commitment, and Dashna analytics included. See SellCord's Walmart rich media services.

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