Walmart Search Brand Amplifier (SBA) Now Available via Platform Partners

By Tinuiti Team

Tinuiti is excited to announce we now offer full API advertising support for Walmart’s Search Brand Amplifier (SBA) premium ad unit, bringing big opportunities for campaigns and budgets of varying sizes.

As Walmart Connect noted in their announcement regarding SBA:

“If you want to dominate search, this is invaluable, as customers are two times more likely to view an SBA placement than any other search ads.”


Previously, SBA ads were exclusively managed by the Walmart Connect team, and were generally available as a component of larger Display packages that commanded a high cost of entry. Walmart has now unlocked this inventory for their platform partners, including Tinuiti, enabling us to purchase, create, and manage SBA campaigns on our clients’ behalf.

“With the general release of Search Brand Amplifiers, Walmart is giving sellers the ability to manage their own SBA ad efforts via a trusted Platform Partner like Tinuiti. With this comes greater management agility, improved operational efficiencies, and the ability to both view and manage your omni-channel performance efforts from a unified location.”

Stuart Clay

Stuart Clay, Associate Director of Strategic Marketplace Services at Tinuiti


SBA ads serve as an ideal complement to Walmart Sponsored Products, with each playing an important—but different—role in successfully advertising on Walmart.


What are Search Brand Amplifier ads?

Walmart Search Brand Amplifier example
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As their name suggests, these ad units are designed to “amplify” your brand presence and share of voice on Walmart, reaching potentially new customers in the mid-to-upper funnel.


Search Brand Amplifier Requirements

Walmart Search Brand Amplifier Hangry Cat ad example
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Similar to Sponsored Products ads, there are certain requirements that must be met to take advantage of SBA ads. These include:


Walmart Connect Creative Review Process

While we have an array of new capabilities thanks to our API partnership with Walmart, there are certain areas where the Walmart Connect team will still play a role in the review process.

Newly Launched Campaigns

Before a campaign launch, the Walmart Connect team will review the following, and approve or disapprove each. For a successful launch, all of the below must be reviewed and approved:


Existing Campaigns

Once a campaign is up and running, the following will necessitate a review by the Walmart Connect team:

We will still be able to make bid updates for existing keywords in the campaign while the review is in-progress, or pending.


Tactical Advantages of Search Brand Amplifier


In addition to its lower barrier of entry, another key benefit of SBA ads is the agility they bring. Because our team is managing these ad units themselves, we are able to act quickly and strategically. This agility can be especially beneficial for brands with strong seasonality considerations, or those who regularly launch new or updated products and want to give them fast, broad reach.

SBA enables us to manage in-flight, providing our clients with greater details regarding bid updates, keyword lists, and more.


Walmart SBA Reporting



Want to explore the capabilities of this unique search ad product, newly available for partners through the API? Reach out today to chat with an expert!


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