Walmart Emails Missing Listing Quality

man recieving an email - Walmart email

You are most likely going to get an email from Walmart if you uploaded items recently and the item information failed Walmart’s content validation process. 

These Walmart emails say will inform you that you cannot publish these items online. Usually, you get these emails when there is missing or objectionable data from your product titles, product descriptions, and/or critical features.

These pieces of information play essential roles in helping customers’ shopping experiences, and Walmart is very particular about the shopping experience on the platform. Hence their rigorous content validation process. 

Not only are these pieces of information crucial to pass the validation process, but they will also determine how your items appear in search engines.

In this brief article, we will give a rundown of why you might be receiving Walmart emails regarding missing list quality and what you can do to avoid them in the future.

Missing Listing Quality Walmart Emails

You might have got an email from Walmart that says something similar to the following screenshot.

Walmart email screenshot

And it reads:

Dear Seller,

You recently submitted new item information that failed Walmart’s content validation process and will not be published online.

Below is a summary of the failed attributes for a quick reference. Please refer to the “Error Description & Fix” tab in the attachment for more details.

Following this text will be a table documenting which attribute was missing for how many items. 

These items have a missing or wrong feature written in an excel sheet attached to the email highlighting the editable information. You will be asked to respond with the updated Excel sheet after making the necessary corrections.

If you are wondering why you got this email, it is because you must have broken Walmart’s set protocols that require accurate information regarding the items that sellers upload on the marketplace. 

There are separate protocols for product names, descriptions, and key features that must be obeyed religiously before uploading any information.

Walmart Listings Protocols

Following Walmart’s protocols regarding product listings on their website is important for several reasons. 

Firstly, it ensures that your products are in compliance with Walmart’s standards. This helps prevent any issues that may arise from violating these standards, such as account suspension or loss of listing privileges. 

Secondly, adhering to Walmart’s protocols helps to ensure that your products are visible and rank well on the platform, which can lead to increased sales and revenue. 

Moreover, it helps to maintain a positive customer experience by ensuring that your product information is accurate and up-to-date, leading to fewer returns and negative reviews.

Walmart Product Name Protocols


  • The product name should be 50-75 characters long with the following sequence:
      • Brand + Item Name + Model Name (if applicable) + Style (if applicable) + Key Attribute + Pack Count (if applicable) + Size (if applicable).
  • Key attributes should include keywords.


  • Do not include all the variants, sizes, and colors in the product title.
  • Avoid keyword stuffing.
  • Information about yourself or your company, except for the product’s brand name.
  • Retailer-specific information about the product
  • Product attributes

Walmart Product Description Protocols


  • Insert the product name and keywords describing the item’s features and benefits
  • The description should be at least one paragraph with a minimum of 150 words.
  • The description should be helpful, relevant, clear, and easy for customers to understand.
  • The description should include knowledge about the product, and authority with facts and tips.
  • If the product has a variant, include all available options in the description, so buyers know what is available.


The description shouldn’t include:

  • Any special characters
  • Any sales information (e.g., shipping information, product cost, promotions, etc.)
  • Unproven, vague marketing phrases

Walmart Key Features Protocols

  • Short phrases or keywords in bullet points format only.
  • No more than 80 characters (space included) per bullet point.
  • Include 3-10 of the most important benefits and features of your item.

If you found this article insightful, you might want to check out our blog post on Walmart performance emails that highlights possible causes and solutions to performance emails you would typically get as a seller on Walmart.



(It’s Free)

Open automation architecture

10+ Must-Have Tools for Amazon and Walmart Sellers

Recent Posts

Sign up to our newsletter

Stay updated with our latest news & events