Walmart just handed brand owners a real content tool on the product detail page. Brand Highlights let eligible brands combine images, videos, and text on the PDP, and you can now build and manage it yourself in Seller Center across up to 500 items at a time.
What happened (confirmed)
On October 6, 2026, Walmart Marketplace Learn posted a Catalog management release note: eligible brand owners can now combine images, videos, and text to showcase their brand story and give customers additional product information on the product detail page. Walmart says this helps customers understand the brand and product better and increases conversion rates.
Adding Brand Highlights is self-service. You create, manage, and update the content in Seller Center, apply it to up to 500 items at a time, and revise it as needed.
Walmart's "Product detail page: Rich media" guide, also updated October 6, 2026, fills in the rules:
• Brand Highlights are for brand owners registered in Brand Portal with no recorded IP policy violation
• Video rich media is available to all sellers. Brand Highlights specifically are for brand owners in Brand Portal
• Rich media is restricted for certain product types, including alcohol, tobacco, and firearms
• AI-generated content is allowed but must be accurate, truthful, and rights-compliant
• Assets are uploaded through the Media Library in Seller Center
Sources: Walmart Marketplace Learn release notes, Catalog management (October 6, 2026). Walmart Marketplace Learn guide, "Product detail page: Rich media" (last updated October 6, 2026).
Why this matters
Analysis: for anyone running Amazon, this is the closest practical parallel to A+ Content on Walmart. Walmart does not call it that, but the job is the same: below-the-fold brand and product storytelling on the PDP that answers objections the bullets and main images cannot.
The self-serve part is the real news. When enhanced content is hard to get live, most brands skip it and Walmart listings end up thinner than their Amazon twins. Building it in Seller Center and pushing it to 500 items at once removes the main excuse. A brand with a few hundred SKUs can cover the catalog in a handful of passes instead of one listing at a time.
It also raises the bar. If competitors in your category get Brand Highlights live and you do not, your PDP is the one that looks unfinished next to theirs.
Who it affects most
• Brand owners already registered in Walmart Brand Portal with a clean IP record
• Brands selling on Walmart that are not yet in Brand Portal. Registration requires a USPTO trademark, so this is the push to get it done
• Multichannel brands with A+ Content already built on Amazon and plain text PDPs on Walmart
• Large catalogs with shared product lines, where one module can cover many items
• Brands in alcohol, tobacco, firearms, or other restricted product types, who should check eligibility before building anything
What sellers should do this week
1. Confirm Brand Portal status. If you are registered, check that there is no recorded IP policy violation on the account. If you are not, start registration with your USPTO trademark.
2. Pull your top Walmart SKUs by revenue and see which PDPs have nothing beyond the standard images and description. Those are the first targets.
3. Inventory the assets you already own. Amazon A+ modules, brand videos, lifestyle photography, and comparison content are a starting point. Analysis: rework them for Walmart shoppers rather than pasting them in unchanged.
4. Group items into families that can share one Brand Highlights build, then apply in batches of up to 500.
5. Load assets through the Media Library in Seller Center and keep naming clean so updates are easy later.
6. If you use AI-generated images or copy, check every claim for accuracy and make sure you have rights to everything in the module.
7. Set a review date. Walmart lets you revise as needed, so treat this like a listing you optimize, not a one-time upload.
Our take
Walmart keeps closing the gap with Amazon on the tools brand owners actually use. Brand Highlights going self-serve is a small release note with a big operator payoff: richer PDPs without waiting on anyone, at catalog scale.
The brands that win here are the ones that already did the Brand Portal work and have content sitting around from Amazon. If that is you, this is a quick win. If you are not in Brand Portal yet, that is now a conversion problem, not just a brand protection one.
If your Walmart PDPs still look thinner than your Amazon listings, Brand Highlights is the fix and it is in your hands now. CoreTrex can check your Brand Portal eligibility, map which SKUs to build first, and turn your existing brand content into Walmart Brand Highlights that actually move conversion. Talk to a strategist.