Why are my Walmart sales down?

Part 1

Find the weeks and the items that fell

• Sales insights has 3 reports: the Account Sales Report, the Item Sales Report at SKU level, and Sales By Department. The first 2 chart GMV, units sold, orders and AUR (average unit retail), and the date range you pick carries over when you switch reports.¹
• Both reports include current-day sales, and Walmart says to check the timestamp for when the data was last refreshed. A range that ends today compares a partial day.¹
• To compare 2 date ranges, toggle on Compare from the calendar date range button.¹ Use the same weeks last year, so the season doesn't read as a drop.
• Walmart Business sales sit in the same Account and Item Sales reports, separated by the Marketplace filter.² One large business order last year can make this year look like a fall.
• Sales By Department ranks your GMV by Walmart department with the percentage change from last year,¹ so you can see whether the drop sits in one department or across all of them.

Part 2

Split the drop into units and AUR

• Walmart defines seller AUR as sales of an item divided by the number of units sold, in its WFS item conversion report.³ So GMV is units times AUR, and a real drop shows up in at least 1 of the 2.
• Units falling with AUR steady means fewer units sold at the same price. On Walmart, check that the offer was still showing and winning before you look at search, since several sellers can offer the same item and only one offer wins the Buy Box.⁵
• Sales insights has no traffic or conversion count. The nearest is Search Insights, which ranks each item on impressions, clicks, add-to-carts and sales against its product type, and Pricing Insights, whose Traffic column is an item's total page views and impressions from search results over the last 7 days.^{6, 8} Walmart's sales reports, explained walks through what each number misses.

Example

A worked example, with round numbers

A fictional pet treat brand sells 4 items on Walmart Marketplace and doesn't sell to Walmart Business. It compares the 4 weeks to October 11, 2026 with the same 4 weeks of 2025. GMV fell from $20,000 to $15,000, down 25%.

• Units fell from 1,000 to 750, and AUR held at $20. 1,000 times $20 is $20,000, and 750 times $20 is $15,000, so fewer units sold at the same price. That rules out Part 5.
• The Item Sales Report: the 12-pack fell from 400 units to 150, and the other 3 items held at 600 together. The 12-pack's 250 lost units are the whole drop.
• The Unpublished Items dashboard doesn't list the 12-pack, so the offer is live.
• Pricing Insights: the 12-pack's Buy Box price, item plus shipping, is $1 below the brand's own total, and its historical Buy Box insights show the brand stopped winning in September. Another seller's cheaper offer now wins the Buy Box on most of the 12-pack's page views. It's Part 3, and the fix starts with the total price against the Buy Box price.
• The trap it avoids: read across the account, a 25% fall looks like lost traffic everywhere, and the first instinct is ads or a price cut on all 4 items. The item report puts it on 1 offer.

Part 3

If an offer stopped showing or winning, fix the offer first

• The Unpublished Items dashboard shows which items came off Walmart.com and why. The reasons include Primary image missing, Price missing, Egregious shipping cost, Reasonable Price Not Satisfied, Pricing Error and UPC mismatch.⁴
• Reasonable Price Not Satisfied means the offer was priced egregiously higher than prices currently or recently offered for the same item, and Walmart unpublished it automatically. Once the price adheres to the pricing rules, through your update or a change in prices on Walmart.com or competing sites, Walmart republishes it, which typically takes up to 48 hours. The dashboard shows a reference price to work from.⁴
• Egregious shipping cost is measured as the shipping price relative to the item price. Update the fee in your shipping template, and Walmart republishes the offer automatically once it's back in range.⁴
• Only one offer on an item page wins the Buy Box. Walmart says the winner is generally the offer with the best value for the customer's location, weighing price, shipping fee, delivery speed, seller performance metrics and the customer's experience.⁵
• Buy Box win rate is the share of page views where your offers win the Buy Box, over the last 30 days. The Buy Box price is the total, item price plus shipping, of the offer currently winning.⁶
• An offer priced substantially above recent prices can lose its Add to cart button without being unpublished. Walmart removes the button and the price from the item page, and shoppers can still buy through more seller options.⁵
• An account that misses a performance standard must act at once to improve, and Walmart says failing to may result in suppression, suspension or termination. The standards are measured over the last 30 or 60 days, such as a cancellation rate of 2% or below and an on-time delivery rate of 90% or above.⁷

Part 4

If units fell with the offer live, look at search and the listing

• Search Insights ranks each item within its product type on search impressions, clicks, add-to-carts from search and customer orders. A low rank number means high performance, and the trend view marks when content and price changed.⁸
• Impressions rank falling points at visibility: fewer shoppers saw the item, or rivals in its product type gained. Impressions holding and Added to cart rank falling points at the item page: price, photos or reviews.
• Listing Quality has 5 components: Content quality, Price competitiveness, Shipping, Published & in stock, and Ratings & reviews. Walmart says quality listings drive higher conversion rates and boost product visibility.⁹
• The Walmart+ badge needs the item to ship in 2 calendar days or less, and it may or may not display as performance metrics change, so a badge can disappear even while the item is still enrolled.¹⁰

Part 5

If AUR fell, look at price cuts and product mix

• AUR is sales divided by units,³ so a lower price on the same item, or more units from a cheaper item, both pull it down.
• Repricer automates pricing on the items you enroll in a strategy, so check whether one moved the price. Pricing Insights compares conversion rate, Buy Box win rate and price competitiveness between Repricer enrolled and non-enrolled items over 30 days.⁶
• A price cut that didn't win the Buy Box back lowers AUR without bringing units back, so GMV falls on both counts. Read the Buy Box price beside your own before cutting again.⁶
• A drop on Walmart can sit inside a growing business. The same fork for other channels is in why are my Amazon sales down, why are my Shopify sales down and why are my Etsy sales down.