Walmart Connect is Walmart's retail media network, and it has become the clearest number two to Amazon for brands that sell through Walmart. Walmart reported nearly $6.4 billion in global advertising revenue for its fiscal year ending January 2026, up 46%, with Walmart Connect in the U.S. growing 41% in the fourth quarter.
What Walmart Connect Does
Walmart Connect sells Sponsored Search ads in Walmart.com and app search results, display ads on and off Walmart's properties, and in-store media on digital screens across thousands of U.S. stores, all informed by Walmart's first-party shopper data. Through its VIZIO acquisition, Walmart also sells connected TV advertising, including to brands that do not sell on Walmart.com. In January 2026 Walmart Connect added an AI advertising assistant for building and optimizing Sponsored Search campaigns.
Why It Needs a Real Owner
Brands often run Walmart Connect as an afterthought to Amazon, copying the same keywords and bids. That usually leaves money on the table, because Walmart's shoppers, search behavior, and the link between online ads and in-store sales are different. The owner should build a Walmart-specific strategy, connect ad performance to in-store and online sales, and coordinate with the sales team that manages the Walmart relationship.
Who Should Own It
Walmart Connect usually belongs with a Retail Media Manager who covers Walmart, either as a dedicated Walmart specialist at brands with large Walmart businesses or as part of a multi-retailer role. Because so much Walmart volume happens in stores, the owner needs a working relationship with the Walmart account team or national account manager on the sales side, so media plans line up with promotions, modulars, and inventory.
What to Screen For
- Walmart-specific experience, not just Amazon skills applied to a different console.
- Omnichannel measurement, including how they think about online ads driving in-store sales.
- Partnership with sales, with examples of coordinating media with the buyer relationship and promotions.
- Comfort with Walmart's data tools, such as Walmart Luminate, and with third-party platforms that connect to Walmart.
- Budget judgment across Sponsored Search, display, in-store, and offsite placements.
A strong answer covers differences in shopper behavior, search terms, the role of stores, and how success is measured. A weak answer says it would be largely the same.
Frequently Asked Questions
Can the Amazon advertising manager also run Walmart Connect?
Often, at smaller Walmart spend levels, as long as they build a Walmart-specific strategy instead of copying Amazon campaigns. Brands with large Walmart businesses usually benefit from a dedicated Walmart retail media specialist who works closely with the Walmart sales team.
How is Walmart Connect different from Amazon Ads?
Both sell search and display ads on a retailer's site, but Walmart's advantage is its store footprint: in-store screens and the ability to connect online ads to in-store purchases. Walmart also sells connected TV advertising through VIZIO, including to brands that do not sell at Walmart.
More Retail Media Tools
For the full set, browse the retail media and marketplace tools guide. For pay ranges for these roles, see the 2026 eCommerce Salary Guide.