The rules at a glance
| Rule | Requirement |
|---|---|
| Length | At least 150 words. Some categories ask for more |
| Format | One paragraph. No bullet points, numbered lists or HTML |
| Content | Features and benefits, product name, brand and keywords shoppers search |
| Not allowed | URLs, emoji, special characters, promotional claims, retailer names, exclusivity claims, stock wording |
| Field size | No maximum in Walmart's policy page. Feed tools such as Sellercloud cap it at 4,000 characters |
Why 150 words matters
Walmart's listing quality guide calls the description one of the main inputs for search and browse. Its general guidance is a detailed paragraph of at least 150 words, and the product detail page policy repeats that minimum. Thin descriptions give Walmart less text to match against shopper searches and pull down your listing quality score.
What Walmart prohibits in descriptions
- Promotional claims such as free shipping, hot sale, top rated, premium quality, best-selling, clearance, Black Friday, savings or low price.
- Retailer names, including Walmart, unless the name is licensed or part of your brand.
- Competitor exclusivity claims such as Amazon exclusive or exclusive to Target.com.
- Authenticity claims such as authentic or 100% authenticated, unless Walmart approved the claim or the item is food.
- Irrelevant status such as out of stock or discontinued.
- External URLs, unless a law or regulation requires them.
- Emoji, special characters, bullet points and numbered lists.
- Excessive keyword repetition, other languages, or describing a different product than the title.
A simple structure that reaches 150 words
Write five or six sentences in one paragraph: what the product is and who it is for, the two or three features that matter most and the benefit of each, materials and dimensions, how to use or care for it, and what is in the box. Use the words shoppers search, once each, instead of repeating your main keyword.
Example
Fail: BEST water bottle on Walmart! Free shipping. • Keeps cold • Leak proof. Visit acme.com (14 words, bullets, promo claims, retailer name, URL).
Pass: The Acme 32 oz Insulated Water Bottle keeps drinks cold for up to 24 hours and hot for up to 12, so it works for long shifts, gym sessions and road trips... continued to 150 words or more in one paragraph.
Then check your key features and title, scan everything for prohibited words, or get your Walmart listing quality score.