Direct answer: Walmart announced new Rich Media APIs on November 6, 2026 for programmatic product-video upload and management on U.S. Marketplace catalog items. The change matters most to brands with many eligible SKUs and a repeatable content workflow. Video itself was already available through Seller Center’s Media Library; the new opportunity is to manage assets and item associations through an integration.
What the APIs add
Walmart’s developer documentation describes tools to retrieve existing assets, upload video, link an existing asset to more catalog items, and remove item associations. Its management guide says a video submission uses the OMNI_RICH_MEDIA feed and returns a feedId for processing checks. Walmart currently limits the rich media workflow to U.S. Marketplace catalog items. The release does not say that an upload guarantees publication or a sales lift.
Start with the catalog map
Before an agency or integration partner batches videos, map each approved asset to the intended GTINs. Walmart says the item must already exist in the catalog, and a video can be associated with up to 50 items while each item can have one associated video. A new video for an item replaces its prior video association. For variants or closely related products, have the brand team confirm that the video truly depicts every linked item. That content review is our recommendation, not a separate API rule.
Control the feed and rights
Walmart’s guide requires a publicly accessible source URL for the video and lists title and video category among the required fields; Product Overview is the supported category in the current guide. Check that the brand owns or has licensed the footage, music, people, and claims in each asset. Submit a small test set, retain the returned feed IDs, and verify processing and live item associations before rolling out the full catalog. A technically accepted feed is only one step in the content QA process.
Walmart’s guide also says rich media can be associated with items in New condition, and lists restrictions for some regulated product types. The brand and its solution provider should check the current eligibility and technical requirements for the exact catalog before building an automated upload queue.
Operator checklist
- Identify eligible U.S. Marketplace items and confirm their GTINs.
- Approve each video’s product accuracy and usage rights.
- Test one asset, its feed status, and its item association.
- Define who can replace or delink a video and how the change is reviewed.
- Expand only after the item page shows the intended asset.
The API can reduce manual repetition, but the brand still owns its content choices and catalog checks. Etail Rocket can review a Walmart video rollout and item association map as part of a focused marketplace audit.