Item Page - User Generated Content (UGC)

Updated 3 weeks ago ​by Merch Transformation Change Management

User Generated Content (UGC) is a critical component of our customer experience, allowing them to generate content by submitting ratings and reviews or asking/answering questions. The Walmart UGC team partners with several 3rd parties to deliver this functionality. Below is more information about these vendors and solution providers.

Item - Overall Star Rating

Walmart customers can submit both star ratings and written reviews for items purchased.

For each item with more than 50 ratings and reviews, Walmart calculates the overall rating using a proprietary algorithm that considers reviewers’ star ratings along with various factors, including the recency of reviews and community feedback.

Important Notes

  • For items with fewer than 50 ratings and reviews, the overall star rating is calculated using a simple average.
  • The overall item rating may include ratings from “incentivized” reviews – when the customer received free samples, discounts, payments, or other compensation in exchange for their honest rating or review (whether positive or negative).
  • Reviews related to fulfillment issues caused by Walmart are not factored into the overall rating, will be marked with a strikethrough, and will include a message that Walmart fulfilled the order (i.e., the fulfillment issues were not the fault of the seller).
If you have questions, please reach out to your Walmart Merchant.

Approved Syndication Vendors

Aspectiva

Walmart has invested in building a dedicated pipeline that enables sellers to syndicate and share their reviews on Walmart.com and native mobile apps, free of charge. Aspectiva can syndicate reviews for approved partners through CSV file submissions and a fully automated scraper reserved for large strategic sellers only. Suppliers and sellers can get started or refresh previously submitted item reviews on the Marketplace webpage here.

Yotpo

Partners interested in syndicating their reviews to Walmart with Yotpo and learning what other services are provided should visit this landing page, where they can submit their details and they will be contacted by a Yotpo representative. 

PowerReviews

Partners interested in syndicating their reviews to Walmart through PowerReviews should visit this landing page to submit your details, and you will be contacted by a PowerReviews representative. You can learn more about them on the Marketplace webpage here.

Pixlee-Turnto (Emplifi)

Partners interested in syndicating their reviews to Walmart through Emplifi should visit this landing page where you can submit your details and you will be contacted by a Emplifi representative. You can learn more about them on the Marketplace webpage here.

Wholescale

Wholescale helps leading suppliers collect and syndicate authentic ratings & reviews at scale. Partners interested in syndicating their reviews to Walmart through Wholescale should visit this landing page where they can submit their details and they will be contacted by a Wholescale representative. 

Bazaarvoice

To get started on Bazaarvoice Review Syndication, vendors can go to the Bazaarvoice landing page. Once that landing page is completed, a Bazaarvoice representative will reach out to you, answer additional questions, and help get you started.

TargetBay

Partners interested in syndicating their reviews to Walmart through TargetBay should visit this landing page to submit their details.

Approved Review Seeding Solution Providers

Important: Walmart associates may only point suppliers or sellers to the review providers on this approved list. Walmart associates may not push, suggest, or encourage suppliers to use any specific third-party review program. Before engaging with a new syndicator, you must obtain written approval from Legal, Compliance, and the UGC teams.

Field Agent

Field Agent mobilizes shoppers to buy products from Walmart stores or walmart.com, try them at home, and then leave honest ratings and reviews on product pages via Field Agent on plumshop.com. Data and results are vetted and aggregated by Field Agent into a dashboard for the supplier or seller. To get started, visit this landing page.

Wholescale

Wholescale helps leading suppliers collect and syndicate authentic ratings & reviews at scale. Partners interested in syndicating their reviews to Walmart through Wholescale should visit this landing page where they can submit their details and they will be contacted by a Wholescale representative. 

The Brand Power Company

This company operates the Home Tester Club and was formerly known as The Buchanan Group. Partners interested in sampling products through The Brand Power Company should visit this Contact Us page to get started.

Bazaarvoice Influenster Sampling Program

To sign up for the Influenster program, National Brand suppliers can go here and Private Brand suppliers here. There are also Influenster overview pages that can be shared with partners as well.

Note: Bazaarvoice’s Walmart Spark Reviewer Sampling Program has been discontinued as of January 31, 2024. Vendors/suppliers looking to work with Bazaarvoice to utilize their sampling capabilities for review generation can use their independent sampling program “Influenster”.

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