At the Let's Grow! Marketplace Seller Summit, Walmart announced Brand Highlights, a new pilot program that lets sellers build enhanced content modules directly on their listings. Expanded imagery, comparison charts, and brand story modules are all part of it, the kind of content that's been an Amazon-only advantage through A+ Content for years.

The number Walmart shared at the summit is the part worth paying attention to. Listings using Brand Highlights are converting 20% higher than listings without it, based on Walmart's own pilot data. That's not a small lift, and it puts Walmart's enhanced content roughly in line with what sellers have reported from well-built A+ Content pages on Amazon.

For sellers who have invested in A+ Content on Amazon but treated Walmart listings as a stripped-down afterthought, this closes a real gap. Comparison charts and brand story modules are exactly the kind of content that helps a shopper choose between two similar products, and until now, Walmart sellers simply didn't have a native way to build that case the way Amazon sellers could. A pilot program means access isn't universal yet, so the first move is finding out whether your account qualifies and requesting it if it doesn't show up automatically.

Because this is still a pilot, the practical approach is to treat it the way any early access content program should be treated, worth joining early if you already have strong imagery and comparison data to work with from your Amazon A+ Content, and worth building out fully once wider access opens. A brand that already has comparison charts and brand story content built for Amazon has a head start here, since that same content and messaging can likely be adapted for Walmart's modules rather than built from scratch.

The bigger signal is what this says about where Walmart is putting its investment. Enhanced content has been one of the clearest tooling gaps between Walmart Marketplace and Amazon, and closing it while sharing a conversion number this strong suggests Walmart wants sellers treating its platform as a primary channel, not a secondary one.

It's also a reminder that content built for one marketplace rarely transfers over automatically, even when the formats look similar on the surface. Amazon's A+ Content and Walmart's Brand Highlights modules have different image specs, different character limits, and different rules about what claims you can make where, so adapting existing content still means a real review pass, not a straight copy and paste job. Brands that build that review step into their process now will be ready the moment broader access opens, instead of scrambling to retrofit content once the pilot expands.

If you want help figuring out whether your account qualifies for Brand Highlights, or want a hand adapting your existing A+ Content for it once it's available, we're glad to help.