Walmart is always on the lookout for innovative products that are made, grown, or assembled in the United States. That's why it began Open Call more than a decade ago.
Open Call has provided thousands of small and medium-sized businesses the chance to become Walmart suppliers. Since its launch in 2014, it has provided an amazing opportunity for entrepreneurs with a shelf-ready product. Being granted a Walmart Golden Ticket is the start of an amazing journey.
Last year's event was another strong showing. At the 2025 Open Call in Bentonville, more than 500 entrepreneurs attended and more than 100 received Golden Tickets. International buyers from Canada and Mexico also participated, further expanding the opportunity beyond U.S. borders.
Applications for the 2026 Open Call closed August 3. The main event takes place October 6-7, 2026, at Walmart's Home Office in Bentonville, Arkansas. If you already have your invitation, now is the time to prepare.
If you missed this year's window, Walmart typically opens its Road to Open Call regional tour the following spring, giving entrepreneurs a chance to earn a fast pass to the main event. Keep an eye out for next year's schedule.
For further information directly from Walmart: https://corporate.walmart.com/suppliers/investing-in-american-jobs/events/annual-open-call
You'll need to put together a presentation about your product, but before you begin, dedicate an afternoon to walking the store. Better still, dedicate a full day to walking through several Walmart stores. Observe. Take notes.
Spend time looking at the shelves where your product is likely to be placed. What is missing in that category? What does your product do to fill in that gap? How will your product fill an unmet need? How is your product innovative? Why does Walmart need it?
Before you dive into preparing your presentation, make sure you’re fully equipped for success. Our New Walmart Supplier Checklist gives you all the essential steps you need to become a successful Walmart supplier — from getting ready to apply to staying on the shelf and growing your business.
Download your free checklist now
A Golden Ticket doesn't only put you in stores. Open Call outcomes regularly include placement on Walmart.com, SamsClub.com, and Walmart Marketplace, and that digital shelf runs on its own rules, starting with Walmart Connect advertising.
If you've never spent a dollar on Walmart Connect, you're not alone, and you're not too small to start. 8th & Walton Digital builds and manages Walmart Connect campaigns for suppliers at every stage, including those starting from zero. There's no minimum ad spend required. We build the strategy, launch the first campaigns, and grow the budget as the program proves itself.
Unlike agencies that bring an Amazon playbook to Walmart, we've done nothing but Walmart for two decades. If your product photos and listing content aren't advertising-ready yet, we can build that too: a full image gallery, title, and product description from a single photo. (That's an add-on, not a requirement to get started.)
We've taken suppliers from their first advertising dollar to seven-figure annual Walmart Connect spend. Wherever you're starting, that's the direction we build toward.
Made, grown, or assembled in the United States.
Invited companies are typically notified the first week of September, following the close of the application period, via email from RangeMe.
Walmart has partnered with RangeMe, a product-discovery and sourcing platform, to gather all product pitches for Open Call.
"One of the best things to do if you are going to participate in Walmart's annual Open Call is to set up a free account with RangeMe," suggests Joel Graham, one of 8th & Walton's key directors and advisors to Walmart suppliers. "This will allow you to create a product profile, and that's great exposure for you."
Yes, repeat attendees are encouraged to return to Open Call but to pitch only for categories not previously pitched and only to Walmart merchants with whom they have not met in the last twelve months.
A maximum of one attendee per company for the main event.
Products must be already in hand and must have a UPC code. They must be all set to actually be put on a Walmart shelf.
Walmart advises suppliers to complete all sections of the application form and pay close attention to the supplier requirements. Share everything you can, including where your products are made or assembled. Filling it out completely increases your chances of success.
Walmart explains many details here. Additionally, Walmart offers help preparing through its Road to Open Call, with further information available on their site.
Welcome to Bentonville! We are thrilled to have you. To learn about staying in and visiting Walmart's hometown, we recommend visiting Visit Bentonville. They have an easy-to-use website with trip planners and suggested outings.
If you are fortunate enough to receive a Golden Ticket, do your utmost to complete everything requested promptly and accurately. Errors can set you back months or even eliminate you. Our 8th & Walton experts, with decades of experience working with Walmart, are here to guide you through a flawless onboarding as a Walmart supplier. Book a discovery call to learn more!