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Walmart Customer Favorites: How to Use the Listing Status Page to Get Eligible Items Live

Learn how to use the Listing Status (channel health) page to find, fix, and list your Walmart Customer Favorite SKUs so they qualify for Walmart's referral fee incentive.

Written by Michael Goldmeier

For a general walkthrough of the Listing Status page — status buckets, filters, and available actions — see Listing Status Overview. This article focuses specifically on using that page to get your Walmart Customer Favorites live and eligible for Walmart's Customer Favorites incentive.

Why prioritize Customer Favorites

Walmart Listing Status page filtered to Customer Favorites, showing the health summary bar and status breakdown

Walmart's Customer Favorites are items shoppers are actively searching for and buying. Getting them live, competitively priced, and shipping fast can unlock real upside:

  • Up to 5x more page view visibility compared to non-Customer Favorite items

  • Up to 12x higher sales per item when priced competitively with fast shipping

  • Up to 100% off referral fees for a limited window when items are listed, competitively priced, and ship fast (with additional storage/fulfillment fee savings if fulfilled through Walmart Fulfillment Services)

These figures reflect Walmart's current Customer Favorites incentive terms, which change monthly and are set entirely by Walmart — always confirm current eligibility requirements, discount percentages, and offer end dates in Walmart's Seller Center before assuming a SKU qualifies.

None of this matters until the item is actually live and purchasable, so resolving Customer Favorite issues first has the biggest revenue impact of anything on the Listing Status page.

Two ways to see your Customer Favorites impact

  1. Filter to Customer Favorites — On the Walmart listing status page, toggle from "All Products" to "Customer Favorites." Every count, bar, and action on the page becomes scoped to just those SKUs.

  2. Check the Favorites column — If you'd rather stay on "All Products" (for example, while triaging errors across your whole catalog), each status row still shows a small star count in the Favorites column, telling you how many of the affected SKUs are Customer Favorites. This lets you spot and prioritize Customer Favorites issues without switching views.

Where to focus first

Work through Customer Favorite SKUs in this order for the fastest path to eligibility:

  1. Not Selling, in stock — This is a segment of your catalog that you are actively trying to sell on Walmart.com. They are in stock but some error(s) exist that are preventing them from being purchaseable. Focusing on this section often yields the largest return on your time.

    1. Listed with Attribute Error: Most users will filter for a specific Product Type, then use the "Fix in QuickEdit" action to identify and resolve all SKUs with similar attribute errors. An attribute error may be due to a missing or invalid value for an attribute on your SKU.

    2. Suppressed: Review these products to learn what's keeping these item from being more visible. Often times pricing or fulfillment speeds must be improved to resolve this status.

    3. Listed with Other Error: Similar to "Listed with Attribute Error", however the course of action may be opening a case with the marketplace or updating the GTIN associated with your product.

  2. Not Selling, out of stock — These products are live on the channel with no stock on hand, so nobody can buy it. Especially for Customer Favorites, it may be worth reviewing your ability to gain access to inventory for these SKUs.

  3. Never Listed (in the "not counted in channel health" section) — In your catalog but never submitted to Walmart, usually because required attributes are missing. Use List these to get eligible Customer Favorites live for the first time.

  4. Delisted — Was live and has since come down. Use Republish to bring qualifying Customer Favorites back.

  5. Live, Needs Attention — These are selling, but Zentail can't push product data updates, so content may drift. Use Fix errors to keep them competitively priced, which matters directly for incentive eligibility.

Once a Customer Favorite SKU reaches Published, no errors (Healthy), it's live, purchasable, and syncing cleanly — the baseline needed to start earning Customer Favorites incentive benefits.

Don't stop at "Healthy"

Being listed and error-free is step one. To actually unlock the Customer Favorites incentive, an eligible item generally also needs to:

  • Meet or beat competitor pricing

  • Offer fast, free shipping (seller-fulfilled 2-day delivery, or fulfillment through Walmart Fulfillment Services)

Customer Favorite items and incentive terms are set and updated by Walmart and can change monthly, so always confirm current requirements in Walmart's Seller Center before assuming a SKU qualifies.

Quick recap

  1. Filter to Customer Favorites on the Walmart channel page, or scan the Favorites column while viewing All Products

  2. Resolve anything in Not Selling and Never Listed — none of it is generating revenue yet

  3. Fix "Published with Error" SKUs so pricing and content stay current

  4. Confirm pricing and shipping meet the Customer Favorites incentive requirements on your Healthy SKUs

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