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Guide

Brand Portal: Overview

Last updated on Mar 28, 2025

Reading time: 2 min

In this guide:

Overview

How does it work?
Additional guidelines 
Frequently asked questions

Overview

You can register your brand in the Walmart Brand Portal to report legitimate claims of intellectual property infringement for items listed on Walmart.com, including claims of copyright, trademark, patent and counterfeit. In addition, you can also assign ownership rights and update privileges to an acting brand owner and authorized resellers. In this guide, you'll learn about the eligibility requirements to register your brand.

How does it work?

Only a rights owner with a registered United States Patent and Trademark Office (USPTO) trademark can submit an application to the Brand Portal to pass the verification process for registration. 

If you're a brand owner or acting brand owner, once registered you’ll have access to the following benefits on the Brand Portal:

Submit intellectual property claims

Grant content ownership rights

Explore brand-specific advertising solutions such as Sponsored Brands, Sponsored Video, Display and Brand Shop

View analytics including the number of unpublished listings, non-compliant listings, unpublished rate and content protections.

If you’re an authorized third-party brand protection agency or an authorized legal representative, consider requesting the brand owner add you to their Brand Portal in Brand Portfolio as an authorized reseller, where you’ll have most of the same benefits as brand owners.

Notes

Authorized resellers do not have access to brand specific advertising solutions on the Brand Portal.

Additional guidelines

Once you’ve set up your Brand Portal account, you can also assign an acting brand owner or authorized reseller to represent your brand across all channels from the Brand Portfolio page. 

Role	Permissions
Acting brand owner	Acting brand owners can update your brand's item content over any other Marketplace seller including authorized resellers.
Authorized resellers	Authorized resellers can update your brand's item content over any other Marketplace seller, aside from the acting brand owner.

Frequently asked questions

Is the Walmart Brand Portal only available in the United States?

How do I submit intellectual property claims if I don’t have a Walmart Brand Portal account?

How do I report unauthorized sellers?

Walmart runs on a unified catalog and therefore resellers can appear and sell on the same listing. Walmart doesn’t intervene in any authorized or unauthorized reseller arrangements. Additionally, Walmart doesn’t take a position as to the enforcement of any contractual relationship between third-party sellers and their suppliers or between a claimant and Walmart’s suppliers. We encourage you to contact the sellers directly to resolve the matter. You can find their contact information by scrolling down the listing and selecting the specific seller’s name. 

Can there be multiple acting brand owners per brand?

Can there be multiple authorized resellers per brand?

Are content updates from my authorized resellers and brand owners guaranteed to be accepted?

If both an acting brand owner and an authorized reseller submit content for the same item, what content will be accepted?

How can I view items on the Brand Portal’s Analytics dashboard?

You have access to this dashboard if you’re a brand owner or seller who was given an authorized reseller or acting brand owner role.  You can filter items by various categories including brand on the dashboard. Your dashboard’s filter categories are the ones the item fell into when it was reported, reviewed and unpublished. The dashboard displays unpublished items showing the number of claims you’ve submitted, however, item level data and claims detail are not shown.

What does each unpublished type mean on the Brand Portal’s Analytics dashboard?

Risk: The listings and offers may have different risk factors identified in the listing content or seller information.

Compliance: The listings and offers may be in violation of Walmart’s compliance policies such as the Prohibited Products Policy and other compliance related policies.

Business violation: The listings and offers may not adhere to Walmart's business policies, such as prohibited categories.

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About Walmart.com

Walmart Inc. (NYSE:WMT) helps people around the world save money and live better- anytime and anywhere - in retail stores, online, and through their mobile devices. Each week, approximately 240 million customers and members visit more than 10,500 stores and numerous eCommerce websites in 20 countries. With fiscal year 2023 revenue of $611 billion, Walmart employs approximately 2.1 million associates worldwide. Walmart continues to be a leader in sustainability, corporate philanthropy and employment opportunity.