A Walmart keyword research tool shows which search terms Walmart shoppers type and how your items perform for them. The most useful one is free and built into Seller Center: the Search Query Report in Search Insights, which shows impression share, click share, add-to-cart share and competing products for real Walmart searches. Advertisers also get a Keyword Planner in Walmart Connect. Paid tools such as Helium 10 and Sellegr8 add search volume estimates. Whatever you use, Walmart’s own rules decide where the keywords go: titles up to 150 characters, 3 to 10 key features, and a description of at least 150 words.
Below I compare the tools, then walk through the method I’d use to research and place keywords on a Walmart listing.
Walmart keyword research tools compared
| Tool | Cost | What it shows | Best for |
|---|---|---|---|
| Search Query Report (Seller Center) | Free for sellers | Impression, click and add-to-cart share, frequency rank, competing products for real Walmart queries | Seeing which searches already find your items |
| Search Insights dashboard | Free for sellers | Impressions, clicks, add-to-cart and sales ranks within a product type | Spotting where you lag competitors |
| Walmart Connect Keyword Planner and Keyword Performance Reports | Part of Walmart’s ads platform | High-volume terms and keyword-level ad results | Sellers running Sponsored Search |
| Helium 10 (Cerebro for walmart.com) | Platinum from $99/month billed yearly ($129 monthly) | Walmart search volume on a scale from Very Low to Very High (in beta) | Sellers already using Helium 10 for Amazon |
| Sellegr8 (Keywords Discovery) | Free plan with 1 report a month; paid from $27/month | 30-day search volume on Walmart, plus rank tracking | Walmart-first sellers on a budget |
Prices are from each vendor’s pricing page on October 8, 2026. Helium 10’s pricing page doesn’t say which plans include the Walmart feature, so confirm that before you buy.
One tool people expect to see is Jungle Scout. Its own site describes its tools as specific to Amazon, so I’ve left it out.
The free Walmart keyword research tool: Search Query Report
Walmart’s Search Query Report is the best starting point because the data comes from Walmart itself. Here’s how Walmart’s guide describes getting it:
- In Seller Center, open Search Insights.
- Select View full report.
- Pick an item and a date range (a month or a calendar week).
The report covers Walmart search results only. For each query you get:
| Metric | What it tells you |
|---|---|
| Impressions Share | How often your item appeared for that search, against all items |
| Click Share | Your share of clicks for the query |
| Added to Cart Share | Your share of add-to-carts |
| Frequency Rank | How often the query is searched, relative to others |
| Query Score | Walmart’s score for the query |
| Number of Competing Products | How crowded the search is |
| Number One Clicked Product | Which item wins the most clicks |
If you pull the data by API instead, Walmart says weekly reports arrive on Tuesdays by 8 PM Pacific and monthly reports on the 2nd of the month by 8 PM Pacific.
In my view, Frequency Rank and Number One Clicked Product are the two most useful columns. The first tells you which terms matter. The second shows you exactly whose listing to study.
Search Insights dashboard
The dashboard sits above the report. It ranks your items on impressions, clicks, add-to-cart and sales within their product type. I’d use it as a triage list: items with good impressions but weak clicks usually need a better title and main image, while items with weak impressions need better keywords.
Walmart Connect Keyword Planner
If you advertise, Walmart Connect lists two tools on its campaign optimization page: Keyword Performance Reports and a Keyword Planner for finding high-volume terms. Ad data is valuable for organic listings too. A search term that converts well in Sponsored Search is usually worth placing in the title or key features.
Paid Walmart keyword tools
Helium 10. Its help center describes Cerebro support for walmart.com, with Walmart search volume shown on a “Very Low to Very High” scale and labeled beta. Platinum costs $129 a month, or $99 a month billed yearly. It makes sense if you already pay for Helium 10 for Amazon.
Sellegr8. Its documentation describes Keywords Discovery with 30-day search volume on Walmart and Walmart rank tracking. There’s a free plan with one report a month, then paid plans at $27, $47 and $97 a month, with a 14-day trial.
Honestly, I’d start with the free Walmart reports. A paid tool earns its cost when you research new products before you list them, because the Search Query Report only covers items you already sell.
Where Walmart wants your keywords: the content rules
Keyword research is wasted if the listing breaks Walmart’s content rules. From Walmart’s product detail page policy:
| Field | Walmart’s rule |
|---|---|
| Product title | No more than 150 characters. No all caps, promotional claims, retailer names, URLs or repeated keywords |
| Key features | 3 to 10 features, each up to 80 characters including spaces |
| Description | One paragraph, at least 150 words (varies by category). No bullets, emojis or external URLs |
Walmart’s keyword optimization guide adds three habits:
- Place keywords in the title, description and key features.
- Pick one or two primary keywords and use each once.
- Avoid repetition and irrelevant terms.
A note on title length. Walmart’s keyword guide mentions titles over 200 characters, while the newer policy page sets 150. Follow the policy page. It’s the stricter one, and it was updated more recently.
How I’d research keywords for a Walmart listing
Here’s the method, start to finish:
- Collect seed terms. Start with how a shopper would describe the product, not your internal name for it. Add terms from your Amazon data if you sell there too.
- Pull the Search Query Report for the item (or a close item you already sell). Sort by Frequency Rank.
- Mark the gaps. High-frequency queries where your impression share is low are your targets.
- Check the winner. Open the Number One Clicked Product for your top queries. Note how its title is built and which attributes it fills.
- Add volume estimates from a paid tool if you’re launching a new product with no Walmart data yet.
- Write the title around one or two primary keywords, within 150 characters.
- Spread secondary terms across key features and the description. Each term once is enough.
- Fill attributes. Size, color, material and similar fields help Walmart match your item to filtered searches.
- Re-check in two to four weeks with a fresh Search Query Report, and compare impression share.
A worked example (illustrative)
Here’s how the method plays out for a made-up product: a 32 oz insulated stainless steel water bottle. The terms below are examples to show the thinking, not real Walmart data.
Seed terms come first. A shopper might type “insulated water bottle”, “32 oz water bottle”, “stainless steel water bottle” or “water bottle with straw lid”. Write down every phrasing you can think of, including the plain ones.
Then the report. Suppose the Search Query Report shows “insulated water bottle” with a strong Frequency Rank but a weak impression share for your item. That’s your main gap. Suppose “32 oz water bottle” ranks lower but your add-to-cart share is high. That’s a term converting well with little effort, so keep it prominent.
Now open the top clicked product for the main query. Look at the order of its title. Does it lead with the brand, the size or the material? Which attributes has it filled that you haven’t? Note them, don’t copy them.
A title built from that research could read: “Brand 32 oz Insulated Stainless Steel Water Bottle with Straw Lid, Leak-Proof, Black”. It uses the main term once, includes size and material, and stays well under 150 characters. Secondary phrases such as “keeps drinks cold” or “fits cup holders” go into key features, each under 80 characters.
Finally, set a reminder. Re-pull the report a few weeks later and compare impression share for the main query. If it moved, keep going. If it didn’t, test the title order or the main image next.
Step 8 is the one most sellers rush. When you skip attributes, you can rank for the main term and still vanish the moment a shopper applies a filter.
Walmart vs Amazon keyword research
The logic is the same on both marketplaces, but the data differs. Amazon gives brand owners its own search terms data. Walmart gives every seller the Search Query Report for items they sell. Walmart has no field like Amazon’s backend search terms, so every keyword has to live in visible content.
That changes how I write. On Amazon, extra synonyms can go into backend fields. On Walmart, you have to choose. Put the strongest term in the title, the next few in key features, and the rest into a natural description.
If you also sell on Amazon, our guides to choosing Amazon advertising keywords and the free Amazon keyword index checker cover Amazon’s side. For the bigger picture, see selling on Walmart vs Amazon.
Mistakes that waste good keyword research
- Stuffing the title. Walmart’s policy bans repeated keywords. A long, repetitive title can get flagged rather than ranked.
- Copying the Amazon listing. Different length limits and no backend field mean an Amazon listing rarely fits as is.
- Ignoring product IDs. If your UPC points to the wrong item, keywords won’t save the listing. Our Walmart UPC code lookup guide covers the checks.
- Treating volume as the only signal. A lower-volume term with high add-to-cart share can sell more than a broad one.
- Never re-checking. Search behavior shifts with the season, so I’d re-run the report at least monthly for best sellers.
When you’d rather have a team handle Walmart listings, keyword research and ads together, that’s our Walmart account management service.
FAQ
What is the best Walmart keyword research tool?
For existing items, Walmart’s free Search Query Report in Seller Center, because it uses Walmart’s own search data. Paid tools like Helium 10 and Sellegr8 help when you research new products.
Is there a free Walmart keyword tool?
Yes. Search Insights and its Search Query Report are free in Seller Center. Sellegr8 also has a free plan with one report a month.
Does Helium 10 work for Walmart keywords?
Helium 10’s help center describes Cerebro support for walmart.com, with search volume shown on a Very Low to Very High scale, labeled beta.
How long can a Walmart product title be?
Walmart’s product detail page policy sets a maximum of 150 characters, with no all caps, promotional claims or repeated keywords.
How many key features should a Walmart listing have?
Between 3 and 10, each no longer than 80 characters including spaces.
Does Walmart have backend search terms like Amazon?
No. Walmart’s keyword guidance places keywords in the title, key features and description, so every term must appear in visible content.
Last updated: October 8, 2026. Sources: Walmart Marketplace, generate a search query report; Walmart Developer, Search Insights SQR report; Walmart Marketplace, Search Insights dashboard; Walmart Connect, campaign optimization; Walmart Marketplace, product detail page policy; Walmart Marketplace, keyword optimization; Helium 10 pricing; Helium 10 help, Cerebro for Walmart; Sellegr8, Keywords Discovery; Sellegr8 pricing.
