Price incentives overview

At Walmart, we are committed to helping people save money so that they can live better. To help customers find competitive prices on Walmart.com, Walmart may incentivize sellers on eligible Marketplace items through two types of price incentives: a) Walmart-funded and b) Reduced Referral fee incentives. The two incentive-types are described below:

Walmart-funded incentives: Items eligible for this incentive may appear on Walmart Marketplace with a lower price due to a Walmart-funded adjustment. Although the displayed price and the amount charged to the customer will be lower than the price you submitted, your net payment will remain the same as if the original price had not been changed. This program does not affect shipping fees; customers will continue to see and pay the full shipping fee you set.

Example: If you set an item’s price at $10, Walmart might show it as $9 on the site and charge the customer that lower price. To make sure you still receive your full $10, Walmart will add a $1 incentive to your payment.

Reduced Referral Fee – Referral fee incentives are offered periodically and must be explicitly enrolled in to take effect. Once you enroll, the price your item(s) will be adjusted to the suggested incentive price threshold and a reduced referral fee is applied to all orders placed until the expiration date of the incentive. To maintain the reduced referral fee and keep the incentive active, you must keep the item price at or below the target price (incentive price threshold). If the price goes above the suggested target value, the reduced referral fee will not be applied, and the standard referral fee will apply instead. After the incentive expires, the item price will not automatically return to your original price. If you want to update it, you’ll need to do so manually.

Example: Your item is listed at $100 with free shipping. With a standard referral fee of 15%, your original payout per item is $85 ($100 – $15). If you enroll in the incentive, the item price automatically adjusts to the target price of $90, and a reduced referral fee of 7% applies. Your new payout would be $90 – ($90 × 7%) = $82.80.

Price incentives API

A seller can use the following incentive endpoints to enroll, unenroll, and manage both types of incentives.

GET INCENTIVE ITEMS:

Get Incentive Items API endpoint gives you the list of all price incentives for items in your catalog. The details include Item Id, Product Name, Product Url, SKU Id, Target Price, current Price, Incentive Type, Base referral fee, Reduced Referral Fee, Enrollment Type, Inventory count, Enrollment Date (epoch Timestamp), Expiration date (epoch Timestamp), and Incentive Status.

WALMART FUNDED INCENTIVES ENROLLMENT:

While all Walmart-funded incentives are auto-enrolled by default, you can use this API endpoint to ‘Opt-out’ specific Walmart-funded items whose price you don’t wish to lower. You can also ‘Opt-in’ items which were previously Opted-out by you at any time using this API.

WALMART FUNDED PROGRAM PREFERENCE:

If you want to permanently remove Walmart-funded incentives for all items in your catalog, you can use this API to set the Walmart-funded incentives program to OFF. The default value of this variable is ON. Any changes to preferences will lock in (disable) the preference option for a period of 4 hours, as indicated by the isDisabled response field of the API. 

REDUCED REFERRAL FEE INCENTIVE ENROLLMENT:

You can use this API endpoint to enroll any eligible reduced referral fee incentive and unenroll any Enrolled Reduced Referral Fee incentives.