WPA (Walmart Performance Ads)
Walmart Performance Ads — the rebranded name for Walmart Connect sponsored search + display ads.
WPA includes Sponsored Products (keyword-targeted), Sponsored Brands (banner ads at top of SERPs), and Sponsored Videos. Most sellers focus on Sponsored Products since they're the highest-ROAS lever.
Average ROAS on Walmart Sponsored Products lands in the 4-8x range — materially higher than Amazon Sponsored Products averages, partly because the auction is less competitive.
The Search Term Report is the single most useful WPA report. ShelfSEO pulls it via the Walmart Connect API and flags wasted spend automatically.
Related terms
Last reviewed May 13, 2026.
Score your first Walmart listing in under 30 seconds.
Sign up free — 5 audits per month forever, plus a 14-day Pro trial unlocking unlimited audits and AI listing rewrites. No credit card required to start.