Whether you're selling on Walmart, Amazon, or Target, the quality of your listing determines how often your product is seen and bought. A high content score signals that your listing is detailed, optimized, and trustworthy. A low score, on the other hand, might lead to suppressed listings or poor search performance.

Consider these data points:

• Walmart: Increasing a product’s Content Quality Score (CQS) from 70 to 90 can boost conversion rates by 13%.
• Amazon: Listings with complete information and better images get more engagement and qualify for programs like Lightning Deals.
• Target: Pages with product videos convert 3.5x more than those without.

Walmart assigns each item a CQS ranging from 0 to 100. As of August 2023, the scoring formula weights 60% of the score on content (titles, images, descriptions) and 40% on attribution (specs, backend data).

Key Score Components:

• Product Title: Short (50-75 characters), focused, and clean—no keyword stuffing. E.g., “Acme Stainless Steel Travel Mug, 16 oz – Blue”.
• Descriptions: Short Description = bullet points. Long Description = narrative. Use clear, keyword-rich, original content.
• Images: Main image on white background; aim for 4+ high-quality visuals showing different angles, use cases.
• Attributes: Fill all backend fields (brand, size, color, material, etc.). More filled = higher discoverability.
• Reviews: While not part of CQS directly, they affect the overall Listing Quality score. More reviews = better conversion.

Best Practices:

• Follow Walmart’s category-specific style guides.
• Avoid promo terms and excessive keywords in titles.
• Use backend search tags for discoverability.
• Monitor changes via Walmart’s Listing Quality Dashboard or Item 360.

Amazon uses a score often known as the Item Data Quality (IDQ) score (0 to 100). It reflects how complete, accurate, and optimized your listing is. While most sellers won’t see this score directly, they can track it via the Listing Quality Dashboard and category-specific warnings.

Key Score Components:

• Product Title: Brand + product type + key details. Up to 200 characters (varies by category).
• Bullet Points: 5 allowed; all should be used. Highlight distinct features with keywords.
• Description / A+ Content: Regular sellers use text descriptions; brand owners use A+ Content with rich visuals.
• Images: Minimum one; aim for 7-9 including lifestyle, infographics, and videos. 1000px+ resolution required.
• Backend Keywords: Utilize the Search Terms field for alternate keywords not in the visible listing.
• Attributes: Fill every possible data field (e.g., size, weight, target gender, etc.).
• Reviews & Ratings: Presence and quality of reviews influence conversion and listing rank.

Best Practices:

• Use the Listing Quality Dashboard regularly.
• Adhere to Amazon’s style guides (capitalization, format rules).
• Avoid violations that can lead to listing suppression.
• Leverage A+ content if available.

Target Plus sellers receive a Content Health Score (0 to 100), with 80+ considered healthy. Falling below that risks delisting if products don’t convert within 120 days.

Key Score Components:

• Images: At least 3 high-quality images; aim for 5+. White background and in-use images preferred.
• Video: Strongly encouraged. PDPs with video convert 3.5x more.
• Title: Target may standardize your title, but start with a clean, factual version.
• Feature Bullets: Minimum 4 bullets. Top sellers often use 5-10.
• Long Description: Required to be at least 50 words. Explain product benefits, usage, and specs.
• Attributes: Complete every relevant field. These trigger badges (e.g., Organic, Women-Owned) and filters.
• Reviews & Ratings: Aim for 8+ reviews per item. Lack of reviews is flagged.
• Customer Q&A: Answer questions within 48 hours. Response increases conversion likelihood by 3.4x.

Best Practices:

• Act on biweekly/monthly Content Scorecards.
• Add size charts for relevant categories.
• Engage with UGC (Target may auto-populate from social tags).
• Use enhanced content via Syndigo or similar partners.

Content scores are more than internal metrics—they’re indicators of how well your product will perform in competitive marketplaces. By focusing on completeness, quality, and each platform’s unique requirements, you can increase search visibility, earn customer trust, and drive more sales.

Start with a full content audit, then follow platform-specific strategies. For a deeper dive into each retailer, explore our follow-up blogs dedicated to Walmart, Amazon, and Target individually.

Stay tuned for the next post where we break down Walmart’s Content Quality Score in depth!