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🚀 This Week’s Walmart Hack: Fact Check Your AI Review Summaries

I’ve covered a lot of Artificial Intelligence news in recent weeks, as Walmart clearly believes that the future of AI implementation is extremely bright.

The present? Well, let’s just say you don’t need to put on those UV protection goggles just yet.

By design, artificial intelligence is programmed to learn and improve in real time. And as is the case with all forms of technology, growing pains are to be expected, which is fine by me... until those growing pains start affecting OUR bottom lines!

Which brings me to today’s topic– auditing the AI review summaries on your product listings.

The AI review summaries are a pretty cool feature when they work properly, analyzing all of the reviews on your product and summarizing the trends it recognizes into a few easy-to-read bullet points for potential buyers. But when they don’t work properly, they can deliver confusing or even outright incorrect information, which can negatively affect your conversion rates.

Take this Walmart listing for Create Blue Raspberry Creatine Gummies, which offers examples of both the good and the bad of AI review summaries. On the plus side, it correctly identified lots of customers enjoying the taste, texture, and energy these gummies provide:

• Pleasant flavor: Gummies have a nice and enjoyable taste.

• Smooth texture: Has a non-gritty consistency.

• Sustained energy boost: Provides a noticeable increase during and after exercise.

This is great feedback, and clicking on one of these trends shows you the reviews that mentioned these qualities. On the negative side, these two points aren’t particularly useful:

• Smooth experience: Characterized by minimal issues and easy interactions.

• Premium materials: Made with high-end ingredients and durable components.

Reviews talking about a positive “experience” taking these gummies and their high “quality” were back-filled by AI with some irrelevant information. What do minimal issues and easy interactions mean for a creatine gummy? High-end ingredients make sense, but durable components? That doesn’t sound particularly appetizing (or even edible)!

Imagine how much more helpful for customers and better for sales these points would be if they were more accurately captured of what the reviews were actually saying:

• Smooth experience: Customers love the taste and convenience of this gummy supplement.

• Premium ingredients: Made with high-end, clean, vegan ingredients.

I recommend getting into the habit of auditing the AI review summaries on your products at least once a month for accuracy. If multiple customers mention in their reviews that they “love that your printers come with ink cartridges so they don’t have to buy them separately”, you’d better make sure AI doesn’t incorrectly interpret this trend as your printers don’t come with ink cartridges!

If you identify an incorrect or poorly-worded review summary, you can take the following steps to correct it:

1. Take a screenshot of the trend you would like to have updated or removed.

2. Create a support ticket using the Help button in your Walmart Seller Center

3. Explain the issue and ask the customer service team to manually correct it.

Here’s the good news: Walmart’s customer support team will typically be happy to help in these instances. They may not remove an AI review summary that accurately reflects a common complaint that reviewers have. But inaccurate or confusing information that makes your listing less likely to convert? Fewer sales for you means less profit for Walmart, too. That’s not what anyone wants.

Maybe we’ll hand the keys over to Sparky and the other AI bots someday… when they pass their driving tests. Until then, be diligent in keeping an eye on them and reaching out to Walmart for a helping hand when needed.

🔥 Hot Walmart Seller News: Orders Report Just Got a Steroid Boost

Earlier this month, Walmart rolled out an update to enhance the Orders report in Seller Center. The report now includes five new columns:

• Incentive type: Shows funding source (Walmart-funded, Reduced referral fee, or N/A)

• Original price: Displays the original item price before the incentive

• Walmart-funded incentive: Amount of Walmart-funded promotional discount

• Original referral fee: Standard referral fee percentage

• Reduced referral fee discount: Referral fee discount

These new columns offer additional transparency and clarity into pricing, incentives, and fees to help sellers more accurately analyze performance. They also serve as another example of Walmart’s continued commitment to make things easier for sellers. I’ll be the first to admit I’m a huge nerd when it comes to sales data and diving into the nitty-gritty on performance and profitability, so I’m a big fan of extra info like this being provided!

Note that this update will cause the existing column positions after discount on your Orders report to shift right by five columns. Remember to review and update any scripts, integrations, or processes you may have in place that rely on specific column positioning in the Orders report!

🙏 THANK YOU for reading this week’s edition!

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Until next time,

— Jon