What changed
Rich Media APIs: create, retrieve, associate and delink product videos and 360-spin images for Walmart US Marketplace items through the OMNI_RICH_MEDIA feed
When
Live November 6, 2026; US marketplace only; items must already exist in the catalog in New condition
Who it affects
Walmart Marketplace sellers with API access and approved Solution Providers; brands with large catalogs gain the most
What to do
Pull your rich media inventory with the Get all assets call, pick the top 20 SKUs by page views without a video, and ship videos before November 23

Key takeaways

  • Walmart launched Rich Media APIs on November 6, 2026 for the US marketplace: create, retrieve, associate and delink product videos and 360-spin images by feed, with compliance review before anything goes live.
  • Limits that shape the build: one video per item, up to 50 items per video, 24 images per 360-spin, Product Overview as the only video category, and no video for alcohol, tobacco, firearms and similar categories.
  • Inventory your catalog with Get all assets, put video on the top 20 high-traffic items without one before the November 23 Black Friday Deals event, and measure conversion on those items only.
  1. 1Host the file

    Public URL for the MP4, thumbnail and .vtt captions

  2. 2Submit the feed

    POST /v3/feeds?feedType=OMNI_RICH_MEDIA with the GTIN, title and category

  3. 3Track the feed ID

    Poll feed status; compliance review decides what publishes

  4. 4Link more items

    Attach up to 50 GTINs to the same video asset

  5. 5Audit coverage

    GET /v3/items/assets shows every video, its items and status

What Walmart changed on November 6

Walmart's developer portal lists the Rich Media APIs as new on November 6, 2026, with market availability limited to the US marketplace. The APIs extend rich media workflows beyond Seller Center, Walmart says, so sellers and approved Solution Providers can add product videos across eligible catalog items at scale rather than one upload at a time. Walmart's own reason for the launch is plain: more video coverage gives customers more visual context, which it says can support stronger engagement and conversion. Walmart publishes no conversion number for video, so treat any lift figure you see elsewhere as a vendor estimate.

The release has four jobs. Create a video or 360-spin asset. Retrieve the assets already in your catalog, including ones uploaded manually in the Media Library, with their item associations and publication status. Associate more items with an existing asset. Delink items from an asset. Everything goes through the item feed endpoint with the feed type OMNI_RICH_MEDIA, which returns a feed ID you poll like any other Walmart feed. Submitted videos go through compliance review, and only videos that pass are published to the live item page. There is one thing the API will not do: edit the metadata of an existing asset. To change a title, thumbnail or captions you submit a new asset, which replaces the old association automatically.

The rules: limits, formats and banned categories

The documentation is specific, so read it before you build. Video assets need a publicly accessible video URL, a display title and a category, and the only category supported today is Product Overview. A thumbnail URL and closed captions in a .vtt file with a language label are optional. A 360-spin asset needs exactly 24 image URLs in display order plus a title. Items must already exist in your catalog, you must know the GTIN, and only items in New condition qualify. Products with compliance issues may not be published. The Seller Center guide, updated October 19, 2026, adds that manual uploads are capped at 100 MB per file with titles up to 200 characters, and that a video processes in under 60 seconds there; the API documentation does not restate those limits, so test one asset before you assume they carry over.

  • One video per item, and one video can be linked to up to 50 items. One 360-spin per item, linked to one item only.
  • Submitting a new asset of the same type replaces the existing one; no delink step needed.
  • Video is blocked for alcohol, tobacco and vaping, firearms and ammunition, hunting and archery, paintball and martial arts weapons. 360-spin is blocked for alcohol.
  • The Get all assets call filters by type (VIDEO or IMAGES360), by linked GTINs and by title, and shows whether each asset came from the Media Library or the API.
  • Walmart's content guidance applies: AI-generated video must be accurate, truthful and rights-compliant, and Walmart can unpublish rich media that violates policy.

Media Library vs Rich Media API on Walmart US

Media LibraryRich Media API
Who uses itAny seller, in Seller CenterSellers with API access, providers
UploadDrag and drop, 100 MB maxPublic URL in a feed
Items per videoLink in the dashboardUp to 50 GTINs per asset
Edit title or thumbnailIn the dashboardSubmit a new asset
Coverage reportManual checkGet all assets call
Brand HighlightsYes, brand ownersNot in this release

So what: the money is in the long tail of your catalog

Video on Walmart was never hard for a hero SKU. The problem was the 400th SKU. A manual upload in the Media Library is quick, but the fields, the item linking and the review loop add up when a team does it hundreds of times, so most brands put video on a handful of best sellers and left the rest of the catalog as static images. The API changes the economics in two ways. First, one asset can cover 50 items, which fits variation families and multipacks where the same demo video applies. Second, the Get all assets call gives you an inventory of what has video and what does not, so coverage becomes a metric you can report weekly instead of a guess.

There is a competitive edge for the next few weeks. Solution providers still have to build and get approval for the new feed, so sellers who integrate directly, or whose provider ships first, will have video on pages that rivals do not during the Black Friday Deals event from November 23 to 29 and Cyber Monday from November 30 to December 2. Walmart has not published what video does to its own search ranking, so do not expect a ranking jump; expect a conversion effect on the pages that already get traffic, which is where the Walmart listing optimization work pays back fastest.

Worked example: 300 SKUs, 60 videos

Illustrative numbers. A kitchenware brand sells 300 items on Walmart Marketplace, grouped into about 60 variation families. It has video on 8 hero items. Manually, the content lead estimates 12 minutes per item to upload, fill the fields and link the item, so covering the remaining 292 items is roughly 58 hours of work, or about $2,300 at a loaded $40 an hour, spread across weeks. With the API, the team hosts 60 family videos on its own CDN, submits 60 create calls that each link up to 50 GTINs, and lets the feed status tell them which items were rejected at compliance review. The build is a day of developer time and the uploads are an afternoon.

Now the revenue side, still illustrative. Say the 292 items without video average 600 page views a month and convert at 2.5% at a $28 average order, about $420 a month each, or $122,600 across the set. If video lifts conversion by a modest 0.25 points to 2.75% on those pages, that is $12,260 a month more, or about $147,000 a year, from assets the brand already filmed for Amazon and its own site. If the lift is zero on your pages, you still gain the coverage report and the ability to swap a video across 50 items in one call. Measure it: Walmart's item-level page views and conversion in Seller Center, before and after, on the items you changed, not on the whole account.

  • Measure conversion on the changed items only; a holiday traffic spike will flatter any account-level number.
  • Reuse Amazon and website videos only if they meet Walmart's content policy: no competitor names, no unverified claims.

What sellers should do this week

Do this before the Black Friday Deals event opens on November 23, 2026.

  • Catalog or content lead: call Get all assets filtered to VIDEO and export the linked GTINs, then join that list to your item report in Seller Center to find every published item in New condition with no video. Metric: percentage of catalog with a published video, reported weekly.
  • Ecommerce manager: rank the no-video items by last 30 days of page views and take the top 20; these are the pages where a conversion change shows up fastest. Metric: item conversion rate on those 20 before and after, over 14 days each.
  • Developer or solution provider: build one OMNI_RICH_MEDIA feed with subCategory video for a single GTIN, confirm the feed ID reports success and the video appears on the live page, then scale to variation families with up to 50 GTINs per asset. Metric: compliance rejection rate per batch, with reasons logged.
  • Brand manager: check every candidate video against Walmart's Product details policy before submission, especially claims and competitor references, because rejected assets cost a review cycle. Metric: first-pass approval rate above 90%.
  • Marketplace lead: if you also sell on Amazon, reuse the product videos you already have and compare the per-item effect across both channels, using the Amazon conversion rate guide for the Amazon side and the Walmart Seller Center guide for where the Walmart metrics live. Metric: conversion delta per channel on the same SKU.
  • Finance: book the developer day and any hosting cost against the illustrative conversion math above using your own page views and order values, and stop if the top 20 items show no lift after 30 days. Metric: incremental orders on changed items against the build cost.

Rich media checklist before Black Friday Deals, Nov 23

  • Export all published video assets and linked GTINs
  • List New-condition items with no video, rank by page views
  • Check candidate videos against the Product details policy
  • Test one GTIN end to end, then batch by variation family
  • Log compliance rejections and reasons per batch
  • Measure item conversion 14 days before and after

When this does not apply

If you sell through Walmart's first-party Supplier channel rather than Marketplace, this is a Marketplace API and your route is still the supplier content tools. If your catalog is small, say under 50 items, the Media Library in Seller Center is faster than a build; the API earns its keep at scale. Sellers in Canada, Mexico and Chile are not covered yet, since Walmart lists US availability only. Brand Highlights, the below-the-fold modules with images, text and video for registered brand owners, are not part of this release and remain a Media Library workflow. And if your items are in the blocked categories listed above, no video is possible by any route. For the bigger picture on selling here, start with how to sell on Walmart.

Where PPC Spider helps

PPC Spider is a marketplace agency for brands selling on Amazon and other marketplaces, and our Walmart marketplace management service covers catalog content as well as Walmart Connect ads, with the same rule we use on Amazon: fix the page before you pay for the click. If you want to know which of your Walmart or Amazon pages are losing conversions to thin content, start with a free audit. We track every Walmart Marketplace change on our Walmart seller news channel.

Sources

Get the next change before your competitors do

We send the marketplace changes that matter each week, with what to do next.

By subscribing you agree to our privacy policy. Unsubscribe any time.
Want this done for your account?

We run these playbooks on client accounts every day. Start with a free audit.

Get a free audit