Content Quality FAQs

Updated 1 day ago ​by Merch Transformation Change Management

Setup is not yet supported in Item 360 for: Assortments, Import Shippers (General Merchandise), Pharmacy, and Fees. Please continue using your current processes (e.g., legacy workflows or systems).

Content Quality Scoring

Walmart periodically reviews data to determine which product attributes are most important to customers. Based on this review, the content quality scoring model is updated two times per year to ensure attributes are weighed accordingly.

  • These updates may impact the individual weights for product type attributes or, at a higher level, which attributes are included in the scoring model.
  • Items in the Walmart Catalog are automatically reevaluated after each update to the model, and this process can take several days.
  • You may see Content Quality Scores change for some of your items. If scores change for published items in your Catalog, those scores will also roll up to the Overall Quality Score on your Item 360 Home page.

Courses

  • Our self-paced Content Quality course gives suppliers an overview of Walmart's Content Quality enhancements and why content is important.
    • You may also access the self-paced course via Retail Link > Academy > Getting Started (under Quick Learning Articles) > Item Setup and Management Basics (under Walmart Item 360 Item Setup) > Content Quality.
  • Our pre-recorded Content Quality course offers insights into understanding content quality using the Walmart Style Guides and best practices for providing engaging item content.
Click here for an overview of multiple content quality enhancements designed to help you easily manage your item content.

Here are some common questions and answers about the Content Quality Scores shown in Item 360 and more:

FAQs

1. Can the Content Quality Score be displayed on an item card in the Catalog?

Yes, the Content Quality attribute can be displayed on item cards in the Products view of the Catalog.

2. How do I find the Content Quality Score for all of my items?

On your Item 360 Home page, the Content Health of your Catalog section now shows your Overall Quality Score. This is a rollup of the Content Quality Score for all published items in your Catalog.

In the Products view of the Catalog, you can download a read-only Basic Export spreadsheet of your items (up to 40,000 at a time) and look under the Content Quality Score column to find the score for each individual item.

3. Can I see the weighing metrics used to calculate Content Quality Scores?

Currently, there is no way to view the metrics since these can vary from product type to product type.

4. Can I see Content Quality Scores on individual attributes for a specific item?

No. The Content Quality Score is an aggregate score at the item level. It is not determined attribute by attribute.

5. Do items in variant groups have the same Content Quality Score?

Each item in a variant group has its own Content Quality Score. If the product content is similar across the items, the Content Quality Scores should also be similar.

6. Do product reviews count in the improved Content Quality Scoring model?

Product reviews are no longer weighed in the improved Content Quality Scoring model.

7. Does rich media count in the improved Content Quality Scoring model?

Rich media (i.e., 360º spins, videos) are not weighed in the improved Content Quality Scoring model.

8. What is the timing to get Content Quality Scores up on my items?

Please work with your merchant to determine timing and expectations.

Category Advisors and Brand Owners

1. What role do category advisors and brand owners have in improving Content Quality Scores?

Category advisors may assist with updating item attributes to help improve search results, content quality, and opportunities for conversion. Most brands do a great job of providing content, and it's likely that category advisors will contribute more on items from suppliers that don’t have the same resources to provide great content. 

  • If you have a question related specifically to category advisors, please contact WalmartCatAdvisor@walmart.com. Category advisors should not contact the sales team for their employer or other suppliers directly.

Suppliers who register a brand will ensure that they have access to view and manage all their brands in one place and that they own product content for items in the brand (e.g., the content is less likely to be overridden).

Updating Product Content

1. Does Item 360 have the detailed Content Quality Scores and improvement spreadsheet that my merchant has been sending me?

You will have visibility to all content opportunities in Item 360 and can easily enrich content that will improve the item's content quality score and the customer experience.

2. How do I drill down by supplier to ensure that I am improving the content quality on those items?

In the Products view of the Catalog, apply the filter for Supplier / Seller Name or ID to narrow down the list of items.

3. How do I select more than one item at a time to export my Catalog?

Search for specific Product IDs and/or apply filters to narrow down the list of items in your Catalog. The export links in the Catalog will be enabled when your list of items is under the limit or you have selected individual items using the check boxes on the item cards. See ​Exporting Data from the Catalog in Spreadsheets.

4. After I submit updates, when will the Content Quality Scores be updated for the items?

Once your submission's status is "Complete" in the Activity Manager, allow 24–48 hours for the Content Quality Scores to update.

Style Guides

1. Where do I find guidelines for providing the very best (A+) product content?

Refer to the style guide for your Product Type or Walmart Private Brand. Click here to find links to the Style Guides currently available.

  • Content Standards are broken down into product type specific needs. You can locate your product type within the Product Type Groups, and then utilize the corresponding guide. If you do not see your product type listed, please check back regularly to find your style guide. New and updated style guides are added weekly.
You can also find general content info here if you do not see a style guide yet for your product type.

2. When will all the style guides be updated?

We are working on updating and adding style guides. These guides are updated periodically. As a best practice, check back regularly to ensure you are using the latest style guide for your product type.

3. Can we get a notification when style guides are updated?

We do not send notifications when style guides are updated. As a best practice, check back regularly for new and updated style guides.

4. Who should I contact if I have questions about the Style Guides or Content Request Forms?

Please email the Content Acquisition team at contentacq@walmart.com.

Attribution and Insights

1. When filling out an item setup spreadsheet, is it better to leave an attribute field blank when it does not apply? Or is it better to use N/A or "none"?

Please follow the instructions in the attribute definition and requirements or the style guide. These instructions will provide guidance for when to use "none".

2. What should I do if an attribute with insights is not relevant for my item?

As a best practice, do not select or provide an incorrect or invalid value for the attribute. If the attribute definition and requirements or the style guide do not provide guidance for when to use "none" or "not applicable", we recommend leaving the attribute value blank.

If you experience issues, please file a case ticket.

3. Are content insights available for images?

Insights for images pertain to the number of images the item has. Be sure to check the attribute definition and requirements to see the minimum number of images required/recommended for the item (this varies by product type).

4. Can we update an item's Product Type?

Once an item is set up successfully (i.e., appears in your Catalog), you do not have the ability to update an item's Product Type in Item 360. Please work with your merchant or file a case ticket if the Product Type is incorrect.

Unpublished/Inactive Products

1. Do unpublished/inactive products affect my overall Content Quality Score?

On your Item 360 Home page, the Content Health of your Catalog section now shows your Overall Quality Score. This is a rollup of the Content Quality Score for all published items in your Catalog.

2. How do I unpublish items?

You do not have the ability to unpublish items in Item 360. If the items meet certain criteria, you can update the Supply Item Status Code.

Walmart.com

1. Does the Content Quality Score affect how search results are ranked on Walmart.com?

When your items have good Content Quality Scores, customers are able to easily find your products from the navigation menus on Walmart.com. Good content also allows for more accurate classification of the product within Walmart systems (e.g., Product Type), which directly impacts search results as well as many other site experiences.  

2. Does my content influence where my items are displayed on Walmart.com (i.e., menu taxonomy)?

Good content allows for more accurate classification of the product within Walmart systems (e.g., Product Type), which directly impacts how a product gets shelved within the site taxonomy. 

3. Is the Content Quality Score impacted by whether or not I have ownership of the Buy Box?

No, Buy Box ownership does not affect the Content Quality Score.

Content Ownership

1. Can I see if I am the content owner for each attribute on all my SKUs?

No. Currently, Item 360 does not show if you are the content owner for an attribute. This does not impact your ability to maintain content for the item.

If you are not the content owner for a product content or image attribute, your submission for that attribute will be routed to our Content Operations team for approval. The team will review your submission and approve it if the quality is superior to what is currently on Walmart.com.

2. Do category advisors have any impact on content ranking and ownership when they submit updates?

No. Changes submitted by category advisors in Item 360 will be routed to our Content Operations team for approval. The team will review the submission and approve it if the quality is superior to what is currently on Walmart.com.

GDSN

1. Can I see which content fields in Item 360 are being fed by GDSN?

Refer to this article to see which attributes are currently mapped from GDSN to Item 360.

APIs

1. Are Content Service Providers included in the scope of the new and updated Item Setup and Maintenance APIs?

Yes, the new and updated Walmart Application Programming Interfaces (APIs) that were recently released may be used by you or your 3rd-party Content Service Provider (CSP) to set up and maintain items for Walmart U.S. You can find updated documentation on the Developer Portal. Learn more here.

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