Walmart rich media: videos, Brand Highlights, 360-degree spins and how Walmart approves them

Walmart calls its enhanced listing content "rich media": "interactive or multimedia content", which on Marketplace means product videos and Brand Highlights, both added through the Media Library in Seller Center. Brand Highlights "combine images, videos and text to share your brand story", built from a prebuilt template or a custom layout, and are for brand owners registered in Walmart's Brand Portal with no recorded intellectual property or Trust and Safety violation. Walmart reviews everything submitted, rejects content that breaks its Prohibited Products Policy, and can unpublish rich media that breaks its policies.

"Enhanced content" is the phrase sellers search for, and "A+" is the one they bring from Amazon. Walmart uses neither for its Marketplace tools. Knowing Walmart's words matters, because the help pages, the Seller Center menus and the rules are all filed under them.

This guide explains the two kinds of rich media, who can add which, the specifications for video and 360-degree spins, how to submit, and how Walmart decides what goes live.

What is Walmart rich media?

Walmart rich media is "interactive or multimedia content" on the product page that "enhances the customer experience by dynamically sharing product features". Walmart says it can "improve search results, increase order conversions and reduce returns".

There are two kinds, and they work differently:

Who can add rich media on Walmart?

Any seller can add videos through the Media Library, which Walmart describes as a self-serve tool under the Catalog menu in Seller Center. Brand Highlights are for brand owners registered in Walmart's Brand Portal, and only published items in new condition for which you are the brand owner can carry them.

To register a brand, the brand owner uses Walmart's Brand Portal, and each brand needs an active trademark registration with the US Patent and Trademark Office. Registration matters beyond rich media. Walmart "selects the best content for each item attribute, giving priority to content provided directly by brand owners and their authorized resellers". An acting brand owner can update the brand's item content "over any other Marketplace seller, including authorized resellers". If you resell a brand without that status, the content shoppers see may not be yours.

What can a Walmart 360-degree spin show?

A 360-degree spin is a set of still frames a shopper drags to turn the product. Walmart's US Media Library no longer lists spins; Walmart Canada's universal rich media standards still set them out:

• 24 frames. Exactly 24 are required; if you shot more, choose the best 24.
• JPEG only, .jpg or .jpeg, each frame 1MB or less.
• In order of rotation, clockwise, on a single plane.
• Named by GTIN, GTIN_R01_C01 to GTIN_R01_C24; "Incorrect naming will prevent ingestion."

A spin earns its place on products whose shape is the question: shoes, bags, small appliances, anything with ports or fittings on several sides. Shoot it on a turntable at a fixed distance and height, with the lighting locked, so the product does not appear to drift or flicker as it turns.

What are Walmart's video specifications?

Walmart's US technical requirements say "Video files must be in the .mp4 format", with a 100MB file limit; closed captions are optional but recommended, and a caption file must end in .vtt. In the Media Library, a video title can be up to 200 characters, and one video can be added to up to 50 GTINs at a time, or one set of Brand Highlights to up to 500.

Walmart's technical requirements also say a file at the 100MB limit is typically, but not always, accepted, so keep files well under it. Walmart Canada's universal rich media standards are more detailed, and they make a sound brief for the US too: MP4 in H.264, at least 1080p, square at 1,080 by 1,080 pixels, 30 seconds to one minute long, with 15 to 20MB "more than sufficient". They require captions in WebVTT for any video with audio, ask for a placeholder caption, such as one saying music is playing or there is no audio, when nothing is spoken, and ask that the product appears early and the video matches the exact item.

On accessibility, Walmart Canada's standards add that meaningful content a video shows only visually must also be available as audio, through a separate audio description file.

Walmart does not accept GIF imagery for products, because a GIF "doesn't provide useful information about a product that an informative video would". Turn an animation into a short .mp4 video instead.

Which products cannot have rich media on Walmart?

Rich media "is restricted for certain product types including, but not limited to, alcohol, tobacco and firearms", and uploading a video for one of them returns an error. If the upload returns an error on a product in one of those types, the product type is the reason.

What goes in Walmart's Brand Highlights?

Brand Highlights is Walmart's branded section: it combines "images, videos and text to share your brand story", and a brand owner builds it in the Media Library from a prebuilt template or a custom layout. Third-party providers in Walmart's Marketplace network also build branded content; one, Optiwise.ai, lists "Enhanced Content / Rich Media and Advertising" among its services, and Walmart's page notes that information "has been provided by the solution provider".

Each provider sets its module library: Mass Market Retailers reports that AdFury's self-service tool offers 10 pre-designed modules, including a feature set, a before and after, and an FAQ. Ask your provider for its module list and image sizes before you plan the images.

Plan the section the way you would an Amazon A+ Content page: one idea for each module, a large image of the real product, few words, and every claim one you can prove. Walmart's technical requirements say product claims must comply with the Federal Trade Commission's Truth in Advertising laws.

How do you submit Walmart rich media?

You submit videos and Brand Highlights in the Media Library: in Seller Center, open Catalog, then Media Library, choose Add media, pick Videos or Brand Highlights, then upload the file or build the layout, fill in the required fields and submit. Walmart's older submission checklist, from May 2024, describes a Seller Support case under Items and Inventory, then Rich Media.

Have these ready before you start:

1. The item ID and the GTIN for each item.
2. The video file in .mp4, 100MB or less.
3. For a video, its name, the caption file's name, and its language; Walmart asks you to choose English when no words are spoken.
4. A link to download the files, if you submit through a Seller Support case.

How does Walmart approve rich media?

In the Media Library, a video takes less than 60 seconds to process, and Walmart reviews all content submitted: content that breaks its Prohibited Products Policy is rejected. Walmart can also remove media after it is live: it "reserves the right to unpublish rich media that violates Walmart policy".

The same truth rules apply to media as to images and copy. Walmart's AI content guidelines of 3 April 2026 say "All claims, images, and descriptions must match the actual product including size, color and other features", and the seller is responsible for reviewing AI-generated content before it goes live. A video in which an AI-made product looks larger or glossier than the real one breaks that rule.

How Commicorn helps

Commicorn makes Walmart listing images and copy from your product photos, to Walmart's rules, so the stills that sit beside your rich media show the real product. Start free.

Questions sellers ask

What does Walmart call enhanced content?

Walmart calls it rich media, "interactive or multimedia content": product videos and Brand Highlights. Brand Highlights, the branded section, is for brand owners registered in Walmart's Brand Portal.

Does Walmart have A+ Content like Amazon?

Walmart's nearest equivalent is Brand Highlights, built in the Media Library from a template or a custom layout, for brand owners registered in Walmart's Brand Portal with no recorded intellectual property or Trust and Safety violation. Brand Portal registration needs an active US Patent and Trademark Office registration for each brand.

What video format does Walmart accept?

Walmart accepts .mp4 video files of 100MB or less; captions are optional in the US but recommended, in a .vtt file. Walmart Canada's standards require MP4 in H.264 at 1080p or more and captions for any video with audio, and recommend square video of 30 seconds to one minute.

How fast does Walmart process rich media?

In the Media Library, a video takes less than 60 seconds to process. Walmart then reviews everything submitted and rejects content that breaks its Prohibited Products Policy.

Can I add the same video to several Walmart items?

Yes. The Media Library lets you add one video to up to 50 GTINs at a time, and one set of Brand Highlights to up to 500. Use it for a video that shows a whole range, and keep a separate video for any item whose size or colour the shared video does not show.

The last word

Rich media earns its keep on Walmart when it answers a question your still images cannot: how the product moves, folds, fits or turns. Make a short captioned video first, from the real product, then Brand Highlights if you own the brand. A shopper who has seen the true item from every angle knows what will arrive, which is how rich media reduces returns.