Walmart Brand Highlights: What It Is, Who Qualifies, and How It Differs From Amazon A+ Content
Walmart's release note of 19 October 2026 lets eligible brand owners add images, video and text to their product pages, up to 500 items at a time. What Brand Highlights is in Walmart's words, who qualifies, how it differs from Amazon A+ Content, and the content work it asks of a brand.
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On 19 October 2026 Walmart's Marketplace release notes carried a short entry headed "Create Brand Highlights for your product pages". It begins: "If you're an eligible brand owner, you can now combine images, videos and text to showcase your brand story and give customers additional product information on the product detail page." The note calls it "a self-service process" in Seller Center, and says a brand can "Apply content to up to 500 items at a time".
For a brand already running A+ Content on Amazon, the first question is whether this is Walmart's version of it. Partly, and the differences decide who can use it and how the content has to be built. This is Brand Highlights in Walmart's own words, who qualifies, how it differs from A+ Content, and the work it asks of a brand.
What Brand Highlights is, in Walmart's words
Walmart files it under rich media. Its guide to rich media on the product page, updated on 19 October 2026, lists two types. Video is for "All sellers". Brand Highlights "combine images, videos and text to share your brand story and give customers additional information about your product and brand."
It is built in Seller Center, under Catalog, in the Media Library: Add media, then Brand Highlights, where a brand can "choose a prebuilt template or build your own custom layout with videos, images or text" and then choose the items. Walmart's answer on bulk uploads is that "you can add a video to up to 50 GTINs at a time or up to 500 GTINs for Brand Highlights."
Walmart's illustration shows a section of the product page headed Brand Highlights, opening on a wide banner with a See more control. The Media Library guide says rich media such as videos and Brand Highlights "can help improve search results, increase order conversions and reduce returns". Walmart publishes no figures behind that, so it is a reason to test, not a forecast.
Who can use it
Walmart's rich media guide gives the condition in one line: "Brand owners registered in Brand portal with no recorded intellectual property (IP) or Trust and safety policy violation." Three requirements sit inside it.
A Brand Portal registration. Walmart's Brand Portal page is plain about what that takes: "An active trademark registration with the USPTO is required for each brand." A brand still deciding which trademark class to file in is some way from qualifying.
A clean record. A recorded intellectual property or Trust and Safety violation keeps a brand out, and Walmart reserves "the right to unpublish rich media that violates Walmart policy."
The right items. The Media Library guide limits what a layout can be attached to: "Only your published items that are in new condition and for which you are the brand owner are eligible to be linked to Brand Highlights." Unpublished items, pre-owned items and other brands' products are out. Rich media is also "restricted for certain product types including, but not limited to, alcohol, tobacco and firearms."
One question is left open. Brand Portal lets a brand assign rights to "an acting brand owner and authorized resellers", but the Media Library guide speaks only of items "for which you are the brand owner". Whether a distributor running the brand's Walmart account can publish Brand Highlights is not stated, so confirm it in Seller Center before planning around it.
How it differs from Amazon A+ Content
The two do the same job: content further down the page, for a shopper who is still deciding. What A+ Content and Premium A+ are each worth covers the Amazon side. The differences are in the rules around it.
The trademark. Amazon's Brand Registry asks for "a pending or registered trademark". Walmart's Brand Portal asks for an active registration. A brand whose application is still pending can publish A+ Content on Amazon today and cannot reach Brand Highlights on Walmart until the mark registers.
Who may publish. Amazon's A+ page accepts "a Brand Representative or Reseller role assigned to a brand enrolled in Amazon Brand Registry" on brand-owned ASINs. Walmart names only the brand owner, and adds the clean record and the new condition rule.
What it can contain. Amazon names three types, Basic, Premium and Brand Story, with modules down to comparison charts, hotspots, carousels and Q&A, and Premium has its own entry criteria, set out in what Amazon actually requires for Premium A+. Walmart's guides describe templates or a custom layout of images, video and text, with no module list and no premium tier. A comparison chart has no stated equivalent.
Review and cost. Amazon reviews A+ Content before it appears and says it "is free for sellers who meet eligibility requirements." Walmart's rich media requirements, updated on 17 September 2026, say "Once submitted, all content will be reviewed by Walmart". Neither the release note nor the guides mention a fee.
The content work it asks of a brand
The tempting move is to export the A+ set and upload it. We rebuild it instead, for four reasons.
Words as text, not inside images. Walmart's technical requirements ask for alt text on every image and say "Don't embed text other than a brand logo into an image". The line sits under its accessibility guidance for videos, and Walmart's own illustration has words on its banner, so we read it as guidance rather than a rule enforced at review. We follow it anyway: text reaches a screen reader, and can be corrected across 500 items without a designer.
Claims that survive review. Walmart's requirements hold product claims to "the Federal Trade Commission (FTC)'s Truth In Advertising laws", and its guides say "AI-generated content must be accurate, truthful, rights-compliant and aligned with Marketplace policies". Generated modules need the scrutiny that Amazon's rule on AI-generated people in A+ Content describes.
One layout per product family. A layout applied to 500 items has to be true of all 500. That suits the brand story; sizes, materials, uses and care belong in a layout for each range, so we plan one per product family.
Video to Walmart's specification. Walmart asks for .mp4 files of up to 100MB and recommends closed captions in a .vtt file. An existing product video can be reused if it meets those, with captions added.
Fix the basics first, then measure
Brand Highlights sits outside Walmart's listing grade. The content part of Walmart's Listing Quality score measures the item name, description, key features and images, and a brand whose items fall short on those has better work to do first.
Then measure it on items with enough traffic for a change to show. Walmart's guides describe no split test for Brand Highlights, so we compare before and after on the same items, with price, images and advertising held still, against a comparable family left without it for the same weeks.
Should it go live before the holiday?
Content is the lowest risk change a brand can make in late October: it does not touch price, stock or the delivery promise. If the trademark, the record and the first layout are ready, the best sellers can carry it into the holiday weeks. Walmart has not published how long its review takes, so plan the submission against Walmart's holiday 2026 deadlines rather than the peak itself. A brand still waiting on its registration can build the layouts now.
Where we fit
Building brand content that holds on both marketplaces, A+ modules on Amazon and Brand Highlights on Walmart from one set of verified claims and one shoot, is part of our A+ Content work. If you would like to know which range to build first, your best selling product family is where we would start.
Frequently asked questions
The questions that come up most often on this subject.
A section of the Walmart product page where an eligible brand owner combines images, video and text to tell the brand's story and add product information. It is built in the Media Library in Seller Center, from a prebuilt template or a custom layout, and can be applied to up to 500 items at a time. Walmart announced it on 19 October 2026.
Walmart says brand owners registered in Brand Portal with no recorded intellectual property or Trust and Safety policy violation. Brand Portal needs an active USPTO trademark registration for each brand, and only published items in new condition for which you are the brand owner can carry Brand Highlights.
Not on Walmart's stated terms. Brand Portal requires an active trademark registration with the USPTO for each brand, where Amazon's Brand Registry accepts a pending application. A brand waiting on its registration can prepare its layouts now and publish them once the mark registers.
The material, yes, but rebuild it rather than uploading the files. Walmart's guides describe templates and custom layouts of images, video and text rather than Amazon's modules, advise against text embedded in images, and hold claims to FTC truth in advertising rules. Plan the Walmart layouts by product family.
Up to 500. Walmart's Media Library guide says a video can be added to up to 50 GTINs at a time and Brand Highlights to up to 500 GTINs. A layout applied that widely has to be true of every item it covers, which is why we plan one for each product family.
