US retail giant Walmart is set to make Vizio its latest private-label brand, announcing plans to sell the smart TVs exclusively through Walmart and its warehouse club chain Sam’s Club by year’s end.

The move follows Walmart’s US$2.3 billion (A$3.4 billion) acquisition of Vizio in 2024, aimed at strengthening its growing advertising business.

Vizio TVs, currently sold at Amazon and Target, will be pulled from those shelves as Walmart folds the brand into its stable of 90 in-house labels – more than 20 of which generate over US$1 billion (A$1.5 billion) in annual sales.

As part of the integration, Walmart is also bringing Vizio’s smart TV operating system to its own on-branded televisions.

The company is developing “shoppable” TV technology that allows viewers to buy items directly from their screen while watching, merging content with commerce.

The shift highlights Walmart’s increasing focus on high-margin private-label goods and digital advertising. Although advertising still accounts for less than 1% of Walmart’s US$680 billion (A$1 trillion) annual revenue, it’s a fast-growing segment.

The retailer is using its vast customer data and wide product range to close the gap on competitors like Amazon and Target, both of which are expanding their own ad networks.