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Helium 10 Project W: A Walmart Selling Case Study

Helium 10’s Project W is split into 12 episodes, each lasting 15-30 minutes and tackling a different topic around diversifying into Walmart selling to boost your Amazon revenue of sale.

Project W is an excellent starting point for Walmart’s first-time sellers looking to get their bearings. You’ll learn the basics, such as product & keyword research, listing optimization, Walmart PPC, and more.

Key Takeaways

  • Project W is hosted by a Helium 10 brand evangelist and customer advocate, Carrie Miller.
  • You can watch the 12 Project W videos for free on YouTube to start using Walmart Fulfillment Services.
  • You need to have an established business to start selling at Walmart.

What Can You Learn With Project W?

Project W teaches you the basics of selling at Walmart. It’s designed as a start-up guide but can also be helpful for advanced sellers moving to the e-commerce platform for the first time. Continue reading for a summary of the 12 chapters contained in Project W.

Episode 1: Selling on Walmart

The first episode of Project W provides an overview of what it’s like to sell on Walmart and shares a case study to illustrate the e-commerce platform’s potential. 

Also, you’ll learn how Walmart Fulfillment Services (WFS) help sellers make the most of Walmart Marketplaces.

Also, the video touches on the differences in selling on Amazon and Walmart. 

This is ideal for Amazon sellers looking to expand and who want to know if they can leverage their existing experience at Walmart.

Episode 2: How to Get Approved to Sell on Walmart Marketplace

The second episode of Project W covers how to become approved for selling at Walmart. 

There are a few extra hurdles compared to Amazon – especially for international sellers that don’t reside in the United States.

The episode also informs you of the legal documents, cost implications, fulfillment options, and product catalog decisions you need to make before you start selling full-on.

Episode 3: Keyword Research for Walmart Marketplace

The third episode shows you how to do keyword research for Walmart products with Magnet, using a live example to help you better understand the concept. Hence, you can uncover top-ranking, low-competition keyword phrases.

Overall, you’ll learn the parameters of a good keyword and how to clean up your keyword list.

Episode 4: Components of an Optimized Walmart Listing

Discover what makes an optimized Walmart listing. That way, you can improve your conversion rate and increase your product’s position in the product search result pages.

Episode 5: Walmart Listing Images

Product images are one of the most important aspects of a product listing and a primary factor that makes buyers click on a listing. Episode 5 of Project W explains how to optimize your images for the best results.

Some of the specific learnings here are the recommended Walmart image requirements to avoid listing suspensions. The best part of the video is its multiple examples to help you understand the best practices.

Episode 6: How to Create a Walmart Listing

Episode 6 illustrates how to create a Walmart listing by focusing on three main aspects: title, description, and bullet points.

Besides, this episode exposes you to Walmart listing requirements to ensure you stay within the guidelines. On top of that, the episode presents multiple examples to show the difference between good and bad Walmart listings.

Episode 7: Step-By-Step Guide: Creating a Listing in Walmart Seller Central

This episode builds upon the previous ones by showing you how to bring it together. 

This includes writing the descriptions and choosing the best images.

The episode finishes by showing how to assess your Product Quality Score: a rating based on your product listing’s title, content, and other back-end factors.

Episode 8: How to Organically Rank Your Products on Walmart

Episode 8 will dictate a big part of your success at Walmart. Taking detailed notes for this episode is vital to help you get higher rankings than your competitors, ensuring customers find your products first.

Episode 9: What Is Walmart Fulfillment Services?

This episode explains the various shipping options (merchant shipping, Walmart fulfillment, third-party logistics services, etc.) you can use to scale your e-commerce business and increase customer satisfaction.

Episode 10: How to Apply for and Use Walmart Fulfillment Services

The process to get into the Walmart sellers program is thoroughly explained with step-by-step screenshots. Furthermore, you’ll learn how to upload the shipment and inventory information to the Walmart Seller Center, among other things.

Episode 11: How to Advertise on Walmart

Learn how to advertise your products with PPC, the platform’s main advertising channel, to get Walmart shoppers. The episode also lays down some basics of how Helium 10’s PPC offering differs on Walmart (compared to Amazon), how to opt-in, and how to use it to improve your brand’s reach.

Episode 12: Launching and Ranking Your New Walmart Listing

The final episode of Project W discusses how to rank your product listing to increase the incoming organic traffic, sales, and revenue.

Pros and Cons of Selling on Walmart vs. Amazon

You can sell on both Walmart and Amazon to diversify your business. However, if you have to choose, here are some pros and cons of selling on Walmart compared to Amazon.


  • Less competition: Since Walmart has about 150,000 sellers compared to Amazon’s 2 million active sellers, you’ll find fewer competitors for many product categories. Hence, it’s easier to make a sale.
  • Lower fees: Walmart’s seller fees are far lower than Amazon’s, and it doesn’t charge a monthly seller fee to use the platform.
  • Returns policy: You can create your own returns policy on Walmart, but you have no flexibility with Amazon. Hence, you have more control over how you interact with dissatisfied customers.
  • New customers: if you’ve saturated your niche on Amazon, branching out to Walmart is a great way to attract new customers.


  • Restrictions: You must be an established seller with a business to sell on Walmart. Restrictions such as these make it more difficult for new sellers to sell on Walmart than Amazon.
  • Lower sales: Walmart has a smaller sales volume than Amazon, meaning scaling on the platform could be slower. However, this also depends on your specific product and product category.
  • Smaller profit margins: Walmart’s Every Day Low Price (EDLP) guarantee means you may have to reduce your prices on some products. This could significantly hurt your profit margin and make selling some products less viable.
  • Listing issues: The Walmart marketplace operates on a first-come, first-served model. Therefore, sellers that list products first in a category have a higher chance of winning the buy box. You might need to resort to lower prices to win the buy box from existing sellers.
  • Only supports US markets: Walmart only offers the US marketplace, while Amazon offers marketplaces worldwide.

How to Connect Your Helium 10 and Walmart Accounts?

You need to connect your Helium 10 account to your Walmart marketplace to stream actionable marketplace data into your Helium 10 dashboard.

Here’s how:

  1. Log into your Helium 10 account.
  2. Access the “Connections” dashboard by clicking the icon in the top right-hand corner.
helium 10 connections button
  1. Add a seller account by clicking “+Add Another Seller Account.”
add another seller account on helium 10
  1. Select “Walmart.”
choose helium 10 seller platform
  1. Enter your Walmart Seller Alias, then click “Next.”
set helium 10 walmart seller alias
  1. Click the “Open Walmart Developer Portal” to finalize the connection on the Walmart side.
helium 10 walmart developer portal

What Helium 10 Tools Can Stream Data From Your Walmart Account?

Helium 10 streamlines your Walmart selling experience by streaming data from your seller dashboard into a single, easy-to-use dashboard.

Here’s a summary of some of the most helpful Helium 10 tools to stream such relevant data:

  • Cerebro: Use Cerebro to find high-traffic keywords already working for competitors in your niche by entering competitor ASINs.
  • Magnet: Magnet helps you discover high-traffic search phrases that increase the number of eyeballs on your Walmart products.
  • Profits: Keep an eye on the financial health of your product listings at a glance with Profits. You can view sales, profitability, and much more.
  • Chrome Extension: The Helium 10 Chrome Extension provides Xray, a product research tool that offers valuable data like monthly product revenue, search volume, units sold, and more, on chosen products.
  • Keyword Tracker: This Helium 10 tool lets you track your rankings for specific keywords. Therefore, you can discover when you’ve reached page 1, or your target keyword has fallen off.

What Helium 10 Plans Allow You to Connect to Walmart?

You’ll need Helium 10 tokens to sync your Helium 10, and Walmart marketplace accounts. 

These tokens are provided with paid subscription plans, including Starter, Platinum, and Diamond. Here’s a table showing the number of tokens you get with each plan:

  Starter Platinum Diamond
Tokens 2 2 5

Want to know how much each Helium 10 subscription costs?

  Starter Platinum Diamond
Monthly $39 $99 $249
Annual $29 (Billed annually at $384) $79 (Billed annually at $948) $229 (Billed annually at $2,748)
Discount Offers None Here Here

Furthermore, you can save money with our exclusive coupon codes. We have two to choose from:

  • Get 20% OFF Your First 6 Months with code: REVENUE6M20
  • OR 10% OFF Every Month with code: REVENUEGEEKS10

Frequently Asked Questions

Yes, Walmart offers an Amazon FBA alternative: Walmart Fulfillment Services (WFS). 

It was launched in 2020 and provides many of the same features as Amazon FBA. 

Storage and fulfillment fees are the only costs you’ll incur while using the service. 

There’s no monthly or setup fee to sell on Walmart, so you can start as a Walmart seller for free. You simply need to verify your business, and you can begin listing products in any category. However, you’ll pay commissions based on the type and number of products you sell.

The Walmart marketplace might not be beginner-friendly since you need an existing e-commerce business to sell via the service. However, once you start selling elsewhere (like the Amazon marketplace), you’ll find that there are beginner-friendly aspects of selling on Walmart, including the lower competition.

Should You Give Walmart a Try?

The 12 lessons Project W provided showcase the Walmart marketplace’s potential and how to take advantage. 

Are you ready to start selling on the low-competition Walmart marketplace? Leverage Helium 10’s tools to leapfrog the competition and gain an unfair advantage.

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