Walmart Customer Favorites

Match Walmart’s In-Demand Items Against Your Own Catalog — and List the Ones You Already Stock

Walmart Marketplace Tells You What Shoppers Want. Listing Mirror Tells You Which Ones You Already Stock.

Customer Favorites are the items shoppers on Walmart.com search for and buy most often. Walmart Marketplace refreshes the list monthly — and right now it will discount referral fees on the Customer Favorites you list: 25% off for 90 days when you meet or beat competitor pricing, and up to 100% off when you add fast, free shipping. Listing Mirror pulls that demand feed straight from Walmart, matches it against your catalog by barcode, and hands you a ranked list of listings you can publish today.

Create an Account Schedule a Demo

Listing Mirror is an approved Walmart Marketplace Solution Provider. The fee discount is Walmart’s program, not ours — terms and conditions apply, and the offer ends January 31, 2027.

What Walmart Marketplace Reports for Customer Favorite Items

Customer Favorite items can receive up to 5× more page view visibility with customers*
Customer Favorite items can deliver up to 12× higher sales per item compared to non–Customer Favorite items*
Customer Favorite items can generate up to 4× higher sales when paired with competitive pricing**

*Walmart figures, based on performance data from FY26, compared to competitively priced, fast-shipping (≤2-day) non–Customer Favorite items. **Walmart figures, based on performance data from FY26, compared to Customer Favorite items that are not competitively priced and/or do not offer ≤2-day shipping. “Up to” is Walmart’s word in both cases.

The fee discount is activated in Walmart Seller Center.

Enrollment is a Walmart-side action, so it’s the one step nobody can take for you. You have seven days from the date an item is listed to opt in through Walmart Seller Center. Opt in after that and the item is never eligible — discounts are never applied retroactively. So opt in first, then list. Listing Mirror keeps the reminder and a direct link on the report page you list from.

The Growth Opportunities Report

Walmart hands you demand data. It does not tell you which of those items are sitting in your warehouse right now. Listing Mirror cross-references every Customer Favorite against your own catalog by barcode and builds the shortlist — one Walmart store at a time, refreshed four times a day.

Illustration of the in-app report. Figures are examples, not a forecast.

🔍

Matched to Your Catalog by Barcode

Every Customer Favorite is joined to your own product data by barcode, so the report separates “I already stock this” from “I already sell this on Walmart” from “I’d have to go source it.” The Ready to list tile counts only the real opportunities — and its sub-line accounts for every matched item it leaves out, so the numbers always reconcile.

🏆

Low Competition, Called Out

An in-demand item with six sellers on it is a completely different proposition from the same item with forty — and the fee discount is identical on both. Current offer counts sit right in the table, anything under ten offers gets a Low competition flag, and a KPI tile totals them for the whole store.

💵

Your Price Next to the Buy Box

Competitive pricing is what unlocks the discount, so your price sits in the table beside Walmart’s current buy box, with the gap between them spelled out. You can set or change it inline, before the item ever goes live, rather than round-tripping through another screen.

📈

Sort, Filter, Export

Sort by demand, buy box, your price, offer count or on-hand quantity. Filter by demand tier (Very High / High / Medium) or by match state — ready to list, unpublished, restricted, already on Walmart, no match. Export exactly the rows you’re looking at to CSV.

⚡

Bulk List on Walmart

Select the shortlist and publish it in one action. Each item is pre-filled from the Walmart catalog match or from your own Listing Mirror product data — your choice — with price and inventory carried over from the matched SKU. Publishing forty listings takes about as long as publishing one.

📧

New Opportunities by Email

Walmart’s list changes monthly. Turn on the Customer Favorites digest — monthly or weekly — and new matches come to you, with items you’ve already been shown suppressed so the same items don’t keep reappearing.

Customer Favorites Show Up Where You Already Work

Demand data is only useful at the moment you’re deciding what to list. Rather than parking it all in one report, Listing Mirror surfaces it on the screens you were already on.

📊

On Your Dashboard

A Walmart Growth Opportunity card counts the customer favorites ready to list, calls out how many are low-competition, and previews your top matches with stock and buy-box price — straight from the first screen you see when you log in.

🔥

In Manage Listings

A Customer Favorite column flags which products Walmart currently counts as in demand, with the live offer count beside it, and the flame badge appears on rows where you have a match that isn’t on Walmart yet. Sortable, like any other column. When Walmart’s monthly refresh drops an item, the flag goes with it — so a withdrawn discount isn’t a surprise.

📋

On Your Walmart Channel Summary

An Opportunities tab sits alongside All, Healthy, Errors, Inactive and Restricted — the same report, scoped to that store, next to the listings it belongs with.

🔑

Restrictions and Half-Finished Listings, Honestly Labeled

A matched item that’s already live shows as Already on Walmart. A listing you started and never published shows as Unpublished — finish listing. A product the channel won’t take shows as Restricted. None of the three is an opportunity, and none of them is counted as one.

🎁

The Opt-In Reminder, Where You List

The referral-fee notice sits on the report page itself, with a direct link into Walmart Seller Center — the page you list from is the right place to be reminded that the discount needs activating. Dismiss it once you’ve opted in.

🏪

Per Walmart Store

Run more than one Walmart store and each gets its own report, its own KPIs and its own matches. Switch between them from the report header.

What Walmart Marketplace Is Offering

Two tiers, each attached to a condition. The condition is the whole deal.

25% off referral fees for 90 days

For a new Customer Favorite listing that meets or beats competitor pricing. The discount is applied on the first transaction for the qualifying item.

Both conditions 100% off referral fees for 90 days

Competitive pricing plus fast, free shipping. Either enable free shipping with a two-day delivery promise yourself, or send eligible inventory to Walmart Fulfillment Services.

Going the WFS route also gets you 100% off storage fees and 15% off fulfillment fees per item for 90 days after the first unit is received — provided the item’s first transaction falls within 45 days of the incentive start date.

Walmart’s Customer Favorites Incentive Terms & Conditions govern the program. Eligibility, thresholds and item selection are Walmart’s call, not ours. For a clause-by-clause walk-through of the tiers, the exclusions and where they bite, read our breakdown of the Customer Favorites incentive.

Getting Listed Is the First Day. The Discount Runs for Ninety.

Walmart pays you to hold a competitive price and a two-day delivery promise for a full quarter, and checks day by day. That’s an operations problem, and it’s the rest of what Listing Mirror does.

🏷

Keep the Price Where the Incentive Requires It

Channel-specific pricing rules and repricing keep your Walmart price competitive without dragging down what you charge everywhere else — for all 90 days, not just the day you listed. Nobody sends you a warning when you drift.

🔄

Make a Two-Day Promise You Can Keep

Real-time inventory sync across every channel is the floor: when something sells on another channel, your Walmart quantity moves with it. Cancellations and late shipments put your eligibility itself at risk under Walmart’s performance standards — not just this quarter’s fees.

📦

Use the Fulfillment You Already Have

Listing Mirror reads your WFS inventory levels directly and can fulfill orders from other channels out of that same WFS stock — or draw on the fulfillment networks you already use to ship Walmart orders. A fulfillment decision made for this incentive doesn’t have to strand inventory everywhere else.

💰

Know Whether the Discount Actually Paid

Sales and profitability reporting tracks profit and margin per item across every channel using your real product costs and the fees that actually settled. When the 90 days are up, you’ll know which Customer Favorites earned their place and which were only working because Walmart was paying the toll.

🔧

Build the Listings from Data You Already Have

If your products already live on your other sales channels, you don’t rekey them. Listing Mirror imports that product data and builds Walmart-compliant listings in bulk — attributes, categories, variations and all.

🇺🇸

A Team That Knows Walmart

Listing Mirror has been connecting sellers to Walmart Marketplace since 2016, and our US-based support team works these programs with sellers directly. If you’re not sure whether the play is worth it for your catalog, ask us.

Who Walmart Marketplace Lets In

Eligibility rests on account standing rather than on your catalog. Under Walmart’s terms, sellers must meet all of the following at enrollment and maintain them for the whole incentive period:

Walmart doesn’t publish the numeric thresholds for any of these, and its terms reserve the right to change them without notice. Failing to maintain them can mean disqualification and reversal of discounts already applied.

Walmart Customer Favorites FAQ

What makes an item a Customer Favorite?

Customer Favorites are items shoppers on Walmart.com search for and buy frequently. Walmart generates the list from its own demand signals plus outside market data and refreshes it monthly, and recommendations are personalized to each seller’s assortment opportunities. Because the list is Walmart’s, items move on and off it without notice.

How does Listing Mirror know which Customer Favorites I already stock?

Listing Mirror reads Walmart’s in-demand items feed for your connected store and joins each item to your product catalog by barcode. Matched items show the SKU and on-hand quantity; unmatched items are still listed as expansion opportunities. The feed refreshes four times a day, so the report stays current as Walmart’s monthly list shifts.

Does Listing Mirror opt me into the referral fee discount?

No — enrollment happens in Walmart Seller Center and only you can do it. Walmart also exposes no way to read your opt-in status back, so Listing Mirror can’t confirm it for you either. What we do is put the reminder and a direct link on the report page you list from, and let you dismiss it once you’ve opted in. Worth doing before you list: you have seven days from the date an item is listed to opt in, and after that the item is never eligible — nothing is applied retroactively.

Is the incentive a payment or a discount?

A discount on the referral fees you would otherwise owe — never a credit paid to you. On an item in a 15% referral fee category doing $10,000 in sales during its 90-day window, the fees would be $1,500: the 25% tier keeps $375 of that in your pocket, the 100% tier keeps all $1,500. Referral fee rates vary by category, so run the numbers against your own rate. That’s an illustration with round numbers, not a projection of what any item will sell.

What happens when the 90 days end?

Full referral fees resume, and the margin math on every item the discount touched changes. The items worth keeping at full fees are not always the ones that looked best while fees were zero — which is why Listing Mirror’s profitability reporting tracks margin per item using your real costs and the fees that actually settled, so the decision at day 91 is a number rather than a guess.

Is this worth doing if I’m not already competitive on price and shipping?

Notice what the qualifying conditions require: competitive pricing and fast, free delivery. Those are the same things that make an item work on Walmart with no incentive attached. Walmart is subsidizing behavior it wants anyway, on items it already knows customers want. If you can’t hold that price or hit that delivery promise profitably, the discount is only paying you to do something unprofitable for 90 days. Fix that first — the discount is worth considerably more on an item you can actually sustain.

Do I need a Walmart store connected to see the report?

Yes. Customer Favorites recommendations are personalized to your Walmart store, so the report needs that store connected to Listing Mirror. If you run more than one, each store gets its own report, its own KPIs and its own matches, and you switch between them from the report header.

Find out how many Customer Favorites are already in your warehouse.

Let Listing Mirror match your catalog against Walmart’s demand data and tell you which items to list, in what order — then activate the fee discount in Walmart Seller Center and publish them.

Create an Account Talk to a Product Expert