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By Joe Murphy · September 11, 2025 · Curated by George's Blog
Walmart search just got a lot more sponsored...
For the query “mens body wash”, I counted:
Walmart → 14 of 54 results are sponsored (26%), and the first 8 slots are ads. The first organic product doesn’t show until position #9.
Amazon → 15 of 64 results sponsored (23%), with 5 ads up top.
Target → 7 of 29 results sponsored (24%), with 2 ads up top.
This is all in-grid search results — not banners or other placements.
The big shift: Walmart recently doubled the above-the-fold ad slots from 4 → 8. A clever way to juice Connect revenue (shareholders smile 😃)… but for shoppers? Let’s just say it takes a little longer to find what’s actually ranking.
For brands, the takeaway is clear: if you’re not buying your way into those top slots, you may as well be invisible.
Have you been seeing the same recently?