Walmart keyword research tools and how to rank on Walmart

The best Walmart keyword research tool for most sellers is already in Seller Center: Walmart's Search Insights includes a Related keywords report and a Search query report built from real Walmart.com searches. Paid tools such as Helium 10 (Cerebro and Magnet) and Sellegr8 add reverse lookups that show which keywords a competitor's product ranks for. But keywords are only part of Walmart SEO. Walmart's own advice for search performance is to work through its Listing Quality recommendations and make sure your item has the right product type.

Margenos makes this page, so weigh that — we've tried to be fair and link every competitor. Margenos is a Walmart reseller tool (Chrome extension and Android app) that shows whether a product is worth selling on Walmart Marketplace: fees, profit, ROI, sales estimates, every competing seller with stock, the Buy Box winner and the product's price and Buy Box history. It is not a keyword research tool. We explain below where it does and doesn't fit.

Walmart keyword research tools compared

Where the paid tools are stronger: they work on any competitor's product ID, they can sit alongside your Amazon keyword work, and Helium 10 shows a comparable Amazon search volume next to each Walmart keyword. Where Walmart's own reports are stronger: the data comes straight from Walmart's search logs, and they cost nothing extra. For a wider roundup, see the best Walmart seller tools and Margenos vs Helium 10.

How Walmart's own keyword reports work

Both reports live in Seller Center under Analytics, then Search Insights, in the Catalog performance section.

Related keywords report

You type a search phrase and pick a time period. According to Walmart's guide, the report returns:

• Queries: customer searches related to your phrase.
• Frequency rank: how popular each search is across all of Walmart. Lower is more popular; a rank of 500 means it was the 500th most common search.
• Top clicked products: the items shoppers clicked most after that search.
• Competitive benchmarks: the common product types among top clicked items, with their average price, shipping speed, ratings and reviews.

Because it starts from a phrase rather than one of your items, you can use it on a product you don't sell yet. If nothing comes back, Walmart says there may not have been enough searches for that phrase in the period.

Search query report

This one starts from an item in your catalog. Walmart's guide says it shows which searches drive traffic to that item, with impression share, click share, add-to-cart share, the number of competing products, the number one clicked product and a query score. It covers searches on Walmart.com and the Walmart apps only, not other ways shoppers find products.

Walmart SEO: what the search algorithm looks at

Walmart doesn't publish its search algorithm, so be wary of anyone claiming to know the exact formula. Here is what Walmart does say:

• Its stated advice: both keyword guides say that "to have the best possible performance on search," sellers should focus on Listing Quality recommendations and check that the assigned product type is correct.
• What it measures: the Search Insights dashboard ranks your item on impressions, clicks, add-to-cart and sales against other items in the same product type, and shows trends with notes where you changed content or price.
• Listing Quality and visibility: Walmart's Listing Quality page says the score considers content, discoverability, offer, ratings and reviews, and that improving it can bring "an increase in product visibility." It gives no numbers.

Third-party Walmart SEO guides usually add relevance, sales history, price, shipping speed and stock. That lines up with Walmart's Listing Quality categories, but the exact weights are guesses.

Walmart listing quality score

Walmart's Listing Quality and rewards dashboard guide lists five parts of the score:

• Content quality: your item name, description, key features and images.
• Price competitiveness: your price compared with similar products on external marketplaces.
• Shipping: your promised delivery speed across ZIP codes. Items over 50 lb or priced at $10 or less are left out of this part.
• Published and in stock: how often the item was available to customers over the last seven days.
• Ratings and reviews: the number of reviews and the average rating.

Each item gets its own score, and your catalog score is the average of your item scores. You'll find it on the Listing Quality page in Seller Center. Walmart doesn't say how the five parts are weighted. For item setup details, see Walmart product listing; Listing Quality also matters for the Pro Seller badge.

Walmart listing optimization: a practical order

1. Check the product type. Walmart names this as one of the two things to get right for search.
2. Pull keywords. Run the Related keywords report on your main phrase, and a reverse lookup on the top clicked products if you use a paid tool.
3. Write the item name and key features around the searches shoppers actually use, in plain language.
4. Fill in the description and attributes completely, and add clear images.
5. Price and ship competitively. Listing Quality compares your price with other marketplaces and scores delivery speed.
6. Stay in stock. The in-stock part of the score looks at the last seven days.
7. Re-check monthly. Use the Search query report to see which searches convert and adjust.

How to rank on Walmart as a reseller

If you resell existing products, you usually match a listing that's already on Walmart.com rather than create one. Then keyword research matters much less: the listing already has its search placement, and your job is to win the Walmart Buy Box on price, shipping and stock.

That's where Margenos fits. Before you buy inventory, it shows how many units the listing sells (with the source of the estimate, or "not enough data"), every seller and their stock, who wins the Buy Box, and the price history from Margenos's own daily snapshots, plus your profit after fees. Walmart.com has no public sales rank, so the sales estimate is the piece keyword tools don't give you. See will it sell on Walmart? for the full check.

Sources: Walmart: Listing quality and rewards dashboard (updated Apr 9, 2026) · Walmart Marketplace: Listing Quality · Walmart: Search Insights dashboard (updated Aug 7, 2026) · Walmart: Related keywords report · Walmart: Search query report · Helium 10: Cerebro for Walmart · Helium 10: Magnet · Sellegr8: Keyword Discovery. Walmart changes its rules; confirm in Seller Center.