Suggested bids enhancement

Previously, suggested bids were available for new keywords only; this launch extends suggested bids to keywords already included in the campaign with the new Campaign Recommendation API recommendation type: Selected Keyword Bid Recommendations.

Suggested bids help reduce bidding guesswork and help increase the probability of winning auctions with competitive bid suggestions. Bids are refreshed daily and available for Sponsored Products, Sponsored Brands, and Sponsored Videos. Existing integrations are not impacted; to take advantage of this new feature, integrate with Campaign Recommendations API with the new recommendation type.

Technical documentation: Campaign Recommendations API

New! Negative Keywords

Walmart Connect now allows negative keywords for manual and automatic Sponsored Products campaigns* to help advertisers filter out irrelevant, low-performing, branded or brand-misaligned search terms.

Negative keywords helps give your advertisers greater control by preventing their ads from showing when a customer’s search term matches the irrelevant terms they’ve excluded — helping ensure their ads only show up where they matter most. Keep their strategy focused and make their budget work more efficiently to help drive meaningful results.

*Available for fixed-bidding automatic campaigns only

To learn more, please refer to the technical documentation:

Negative Keywords - Overview
Create Entity Snapshot

Sponsored Videos reduced minimum bid

Sponsored Videos is a premium Sponsored Search solution that combines visual storytelling with shopping intent to help advertisers educate customers, demonstrate product benefits, and increase product discovery. Used alongside Sponsored Products and Sponsored Brands, Sponsored Videos helps brands build awareness, strengthen consideration, and reach shoppers throughout their purchase journey.

Starting July 23, 2026, the minimum bid for Sponsored Videos will now be $0.50 (previously $0.80), making it more accessible for all advertisers to incorporate video into your Sponsored Search strategy.

Learn More:
Campaign Creation and Management

Get Latest Report Date V2 API

Get more report-level details for the latest report date.

Walmart Connect is updating the Latest Report Date API response with report-level availability data, helping API partners better understand when Sponsored Search reporting data is ready to access.

To learn more, please refer to the technical documentation:  Get Latest Report Date V2

Item Alerts API

Until now, there hasn’t been a programmatic way to detect item-level issues affecting your advertisers' campaigns. Campaigns could continue serving against items that were out of stock, disabled, or declining in listing quality — with no signal to act on.

The itemAlerts recommendation type under the Campaign recommendations API now exposes item-level issues, giving you the information you need to take action on behalf of your advertisers. Item Alerts are now supported across all campaign types for third-party advertisers.

Use Item Alerts to:

• Alert advertisers to item issues before they impact performance
• Automate remediation workflows based on issue type and priority
• Surface actionable recommendations directly within your platform

Technical documentation: Campaign Recommendations

Enhancement! Item Health Snapshot V2

The Item Health Snapshot V2 report now includes additional listing quality metrics, giving you deeper visibility into the factors driving item health and their downstream impact on campaign performance.

Use these signals to identify declining item health earlier and help your advertisers take corrective action before performance is impacted.

Technical Documentation: Create Report Snapshot

Expanded metrics available within Sponsored Search

Walmart Connect introduced a number of identity and attribution upgrades on June 1st. To support these upgrades, new reporting metrics across existing Sponsored Search report types are now available.

In-store metrics:

1. In-store Advertised Sales (3, 14, 30 day attribution) 
2. In-store Other Sales (3, 14, 30 day attribution) 

3. In-store Units Sold (3, 14, 30 day attribution) 
4. In-store Orders (3, 14, 30 day attribution) 

These above metrics are added to the following report types:

• adGroup
• brand
• category
• itemKeyword
• searchImpression
• videoCampaigns
• videoKeywords
• attributedPurchases 

To learn more, please refer to the technical documentation: 

Create Report Snapshot

Retrieve Snapshot V2 Report

Parameters Generated by Snapshot Reports V2

Eligible Metrics and Dimensions by Report Type

SKU ID label for Marketplace Item Performance reports

SKU ID labels for Item Performance reports are now live! Partners can now use SKU ID labels to help Marketplace advertisers breakout their 3P item performance. This is especially useful when the advertiser is promoting the same items from their catalogue across multiple retail media platforms. Read the on-demand report article and list of available metrics for more information.

Technical Documentation: Retrieve Snapshot v2 Reports

Reminder of Upcoming Deprecation of Snapshot Reporting v1 on February 9th, 2026

With the migration of API reporting to v2 earlier in 2025, we plan to deprecate Snapshot Reporting v1 on February 9th, 2026. This means that the Item Keyword and Item Health (which appears as “itemHealthv2”) reports within Snapshot Reporting v1 will no longer be available after the deprecation. We encourage you to transition to v2 as soon as possible to ensure uninterrupted access to our reporting features.
While this change may cause some inconvenience, we are confident the v2 improvements will greatly benefit our reporting process.

Technical Documentation: Snapshot Reports v2 (all)

Consideration metrics for Sponsored Search

Consideration metrics for Sponsored Search are live! Partners can now use Product detail page view and Add-to-Cart data to help advertisers optimize their campaigns. Read the Sponsored Search Glossary and list of available metrics for more information.

Technical Documentation: Retrieve Snapshot v2 Reports

Out of Budget Recommendations migration

In an effort to consolidate recommendations into a single endpoint, Out of Budget Recommendations will migrate from Snapshot v2 API to the Recommendations API, as recommendationType = outOfBudget. This is now available in sandbox and in production on September 24. Please migrate by February 6, 2026, after which we will deprecate Out of Budget Recommendations from Snapshot v2.

Snapshot Reports retrievability window updated

Effective October 8, 2025, the retrievability window for Snapshot Reports v1 and v2 will be 62 days (previously 90), aligning with Walmart Ad Center. When submitting an API request, ensure the start date and end date are within the 62-day window. No changes to the historic data download window.

Seamless Activation & Management

Agency Partners and Technology Providers can now offer more streamlined support for their advertisers’ campaigns. Enhanced capabilities include user management, billing, and account navigation across Sponsored Search, Onsite Display, and Brand Shop. Advertisers can easily grant partners the access they need, and new enhancements to the Advertiser Attributes API give tech partners greater visibility into account mapping, partner access, and account status.

Partner Onboarding Hub

We are excited to announce the launch of the Partner Onboarding Hub, which provides a single, user-friendly interface where partners can get onboarded to the Walmart Connect Partner Network by completing all necessary onboarding steps, track their progress, and access key information throughout the process. Once a partner is fully onboarded, they can request to be listed in the Walmart Connect Partner Directory—a great opportunity to increase their exposure to Walmart Connect advertisers.

Onboarding Guide: here

Sponsored Brands Custom Image

Sponsored Brands Custom Image is officially live for all Walmart advertisers, technology partners, and agency partners. This launch enhances the Sponsored Brands ad format by enabling the use of custom images, such as lifestyle, creating a more visually compelling and engaging shopper experience. By showcasing products in real-life contexts, brands can foster deeper connections with shoppers and ultimately drive higher engagement and boost sales.

Learn More:
Please review Sponsored Brands Custom Image Creative Guide for technical specifications and creative guidance.
Technical Documentation: here

Advertiser Attributes API Enhancements

Exposure to eligible Marketplace Brand owner capabilities are now available with the launch of Seamless Activation & Management— making it easier to collaborate with advertisers, unlock growth opportunities across Sponsored Search, Onsite Display, and Brand Shop, and view the insights you need.

To support these new capabilities, on August 6th we introduced enhancements to the Advertiser Attributes API with additional parameters via the new insight type, advertiserAttribute v2, now available in production.

Technical documentation: here

API changelog: here

One sheet: here

Brand term targeting expansion: Positions 1 & 2 now open to all advertisers

Effective June 2, 2025, competitor ads can now serve in positions 1 and 2 on search in-grid for branded keywords. This change is part of a broader effort to unlock growth opportunities across our platform by providing more access to high-visibility placements. Positions 1 and 2 are now the highest ad placements available to any advertiser bidding on brand terms. We recommend reviewing these best practices to optimize your brand term targeting strategy—both for your advertisers’ and competitors’ branded terms—to help secure high-performing placements, grow visibility, and defense share of voice!

Help boost your advertising efficiency with Sponsored Brands

Effective May 19, 2025, the Sponsored Brands minimum bid will be reduced from $1 to $0.50. Sponsored Brands is a powerful tool that prominently displays your advertisers’ brand and products above search and browse results. It effectively helps advertisers reach customers when they are actively searching or browsing on Walmart's site or app. Activate Sponsored Brands today!

Migration of Snapshot Reporting v1 Item Keyword and Item Health v2 to the Snapshot reports v2

Walmart Connect is migrating two reports to Snapshot reporting v2: Item Keyword and Item Health (which appears as “itemHealthv2” within Snapshot Reporting v1). This will help partners improve operational efficiency and drive business growth faster for them and their advertisers. This migration makes it easier to integrate with a single endpoint, allowing quick access to performance reporting, which can reduce extra effort and resources. Partners will be able to select which metrics they want to include, as with other Snapshot reporting v2.

These migrated reports are now in production in Snapshot Reporting v2.

With this migration of API reporting to v2, we plan to deprecate Snapshot Reporting v1 early next year. This means that any reports generated using v1 will no longer be available after the deprecation.

Technical Documentation: here

Sponsored Videos expansion to browse pages

Sponsored Videos ads are available on browse pages across Walmart’s desktop and mobile web (note that mobile app is excluded but is scheduled to launch in Q2).