Walmart seller glossary
WPA (Walmart Performance Ads)
Walmart Connect's sponsored search + display + video advertising stack. Equivalent to Amazon Sponsored Products.
Three formats: Sponsored Products (keyword-targeted, highest ROAS for most sellers), Sponsored Brands (banner above search results), Sponsored Videos.
Average Sponsored Products ROAS: 4-8× — materially higher than Amazon SP averages because the auction is less competitive.
Related terms
Last reviewed May 13, 2026.
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