If you sell on Walmart Marketplace, your brand’s reputation is one of your most valuable assets. Counterfeit products, unauthorized sellers, and inaccurate listings can quickly damage your credibility and hurt sales. That’s where the Walmart Brand Portal — also known as the Walmart Brand Registry — comes in.
This powerful tool is designed to help verified brand owners protect their intellectual property, report policy violations, and manage how their products appear on Walmart.com. By enrolling in the Walmart Brand Portal, you gain direct access to advanced tools that safeguard your listings, streamline reporting, and boost buyer trust.
In this ultimate guide, we’ll explain what the Walmart Brand Portal is, why it matters for Walmart sellers, how to enroll, and the key features you can use to protect and grow your brand on Walmart Marketplace. Whether you’re just starting out or already selling at scale, this guide will show you exactly how to make the most of Walmart’s official brand protection platform.
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What is Walmart Brand Portal?
The Walmart Brand Portal is an online platform designed to assist brand owners in managing and protecting their intellectual property (IP) on Walmart’s e-commerce marketplace. It serves as a centralized hub where brands can register trademarks, report IP violations, and control who can sell their products on Walmart.com. By consolidating these functions, the portal aims to streamline the process of safeguarding brand integrity and ensuring that only authorized sellers list branded products.
Additionally, it offers tools for managing product listings and accessing marketing features exclusive to registered brands. To utilize the Brand Portal, brands must have an active trademark registration with the United States Patent and Trademark Office (USPTO). The platform is accessible to brand owners, authorized third-party brand protection agencies, or authorized legal representatives. This initiative reflects Walmart’s commitment to supporting brands in maintaining a secure and consistent presence on its marketplace.
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How Walmart Brand Portal Protects Your Brand
The Walmart Brand Portal is designed to give brand owners robust tools and controls to safeguard the integrity of their products and reputation on the Walmart marketplace. Here are the ways in which it protects your brand:
Intellectual Property (IP) Infringement Claims
Once you’re enrolled in the Brand Portal, you gain the ability to submit claims for violations related to trademark, copyright, patent, or counterfeit issues. This means if someone is listing products that misuse your brand’s trademarks, copies your designs, or sells counterfeit versions, you can report those specific listings for removal or correction.
Centralized Claims Tracking and Transparency
After submitting a claim, the Brand Portal gives you a dashboard where you can track the status of all your IP claims in one place. You can see which claims are resolved, pending, or rejected — this transparency helps you monitor how Walmart is enforcing protections for your brand. ([turn0search1])
Active Trademark Requirement
To enroll, you must own an active trademark registration with the United States Patent and Trademark Office (USPTO). This ensures that only legitimate brand owners are able to use the protection mechanisms. The requirement helps reduce misuse of the system and gives stronger legal foundation for enforcement.
Role-Based Access and Authorized Users
Brand Portal allows you to assign permissions: for example, designate someone as the Acting Brand Owner or as an Authorized Reseller. These roles help you delegate responsibilities while maintaining control over content and IP claims. Authorized individuals can submit claims on your behalf or manage content related to your brand. ([turn0search1])
Content Control and Consistency
Through the Brand Portal, brands can ensure their product listings are accurate and consistent. If incorrect or misleading content appears (wrong images, unauthorized sellers misrepresenting your product, etc.), you can use the portal to assert your content rights and correct listing errors. This helps maintain customer trust and protect your brand reputation. ([turn0search1][turn0search5])
Deterrence of Unauthorized Sellers & Counterfeits
Knowing that brand owners have tools to act can deter bad actors. The threat of IP claims and listing removals makes it less attractive for unauthorized or counterfeit sellers to misuse your brand. Over time, it helps reduce customer complaints, negative reviews, and the harm caused by low-quality counterfeit competitors.
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Key Benefits of Walmart Brand Portal
Selling on Walmart offers significant advantages, and signing up for the Walmart Brand Portal—Walmart’s version of Brand Registry—can help brands take full advantage of these opportunities. Here’s a look at the key benefits:
Enhanced Brand Protection
As your brand grows, protecting it against fraud and counterfeiting becomes crucial. Walmart’s Brand Portal offers robust protection by enabling you to file claims for issues such as trademark infringement, counterfeit products, copyright violations, and patent infringements. Once a claim is submitted, Walmart investigates the matter and takes appropriate action to resolve the issue, safeguarding your brand from potential harm and ensuring your business operates smoothly.
Efficient Brand Management
The Walmart Brand Portal allows you to manage multiple brands simultaneously, provided each brand has an active trademark registration with the United States Patent and Trademark Office (USPTO). This feature is ideal for businesses with diverse product offerings. The platform lets you submit intellectual property claims, generate reports, and manage your authorized representatives—all in one place. This streamlines operations and ensures that your brand’s presence is effectively monitored and protected.
Centralized Claim Tracking
One of the standout features of the Walmart Brand Portal is its ability to consolidate all your claims in a single, easy-to-use dashboard. This allows you to track the progress and status of each claim in real time, without needing to reach out to Walmart customer service. Additionally, you can grant third-party representatives the authority to submit and manage claims on your behalf, making it even easier to handle brand protection efforts.
In summary, the Walmart Brand Portal offers significant benefits, including enhanced protection, simplified brand management, and streamlined claim tracking, all of which can help you grow and secure your brand on Walmart’s marketplace.
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Requirements for Enrollment in Walmart Brand Portal
To gain access to the Walmart Brand Portal and utilize its suite of brand protection tools, brand owners must satisfy specific eligibility criteria and submit accurate documentation. The platform is designed to ensure that only legitimate trademark holders can protect and manage their intellectual property on Walmart’s marketplace. Below is a detailed overview of the enrollment requirements:
Active Trademark Registration
Your brand must have an active trademark registration with the United States Patent and Trademark Office (USPTO). It is important to note that only trademarks registered in the United States are currently accepted. The platform does not support trademarks registered through international bodies such as WIPO (World Intellectual Property Organization) or EUIPO (European Union Intellectual Property Office). If your trademark does not meet these criteria, you can still report intellectual property infringements through Walmart’s file claim assistance tool available on their website by submitting the relevant details via a webform.
Accurate Brand Information
During the enrollment process, you must provide comprehensive and precise brand details, including:
Brand Name: The official name under which your products are marketed.
Trademark Registration Number: The exact registration number issued by the USPTO for your trademark.
Product Categories: A list specifying the types of products that your brand offers.
Brand Logo: A clear image file of your brand’s logo or wordmark to establish brand identity.
Contact Details: Valid and verifiable contact information, including email and phone number.
Sales Channels: Information about your sales platforms, including your official website and other marketplaces where your products are sold.
Walmart Marketplace Seller Account
To register for the Brand Portal, you must have an active Walmart Marketplace Seller Center account. This account allows you to sell products on Walmart.com and acts as your access point to the Brand Portal.
Authorized Users
Access to the Brand Portal is limited to:
Brand Owners: Trademark holders or legal entities owning the brand.
Authorized Third-Party Brand Protection Agencies: Agencies officially appointed to manage brand protection.
Authorized Legal Representatives: Legal counsel or representatives designated by the brand owner.
Geographic Eligibility
The Walmart Brand Portal is currently available to sellers based in the following countries: United States, United Kingdom, Canada, China, Hong Kong, South Korea, Vietnam.
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How to Sign Up for Walmart Brand Portal?
If you’re a brand owner looking to protect your intellectual property and manage your brand on Walmart’s marketplace, enrolling in the Walmart Brand Portal is essential. Below is a detailed guide on how to sign up and get started with Walmart’s Brand Portal.
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Visit the Walmart Brand Portal Website
To begin the enrollment process, visit the official Walmart Brand Portal page. You’ll be directed to a dedicated page where you can start the registration process. Use this link to get started:
Click “Register” or “Get Started”
Once you’re on the Brand Portal landing page, locate the “Register” or “Get Started” button. This is your entry point into the registration process, where you will begin submitting the necessary information to sign up.
Log in with Your Walmart Seller Center Account
To proceed with the registration, you’ll need to sign in using your Walmart Marketplace Seller Center account. If you don’t already have one, you will need to create a seller account first. Simply enter your Seller Center login credentials to link your brand with the Brand Portal.
Provide Business and Brand Details
After logging in, you’ll be prompted to enter key details about your business and brand. The required information includes:
Business Information: Company name, address, and contact details.
Brand Information: Brand name, trademark registration number, product categories, and more.
Trademark Verification: Ensure that your trademark registration details match the records.
Make sure to provide accurate information to avoid delays in the approval process.
Agree to the Terms and Submit Your Application
Before submitting your application, carefully read and agree to Walmart’s Terms of Use. This step ensures that you’re aware of the responsibilities and privileges that come with enrolling in the Brand Portal. Once you’ve reviewed the terms, click the Submit button to complete the process.
Wait for Walmart’s Review and Approval
After submission, Walmart will review the details you’ve provided to verify your eligibility. This can take some time, so be sure to check your email for updates. You can also log in to your Brand Portal account to monitor the status of your application.
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Tips to Maximize Walmart Brand Portal
Maintain Accurate Intellectual Property Records
Ensure that your trademark registrations and supporting documents are current and match exactly what you submit to the Walmart Brand Portal. Discrepancies in ownership names, addresses, or product classes can delay approvals or weaken enforcement actions.
Implement a Structured User-Access Policy
Clearly define roles within your team before adding them to the Portal. Limit full administrative access to verified brand owners and grant limited permissions to staff or partners. This minimizes errors and strengthens data security.
Conduct Proactive Marketplace Monitoring
Regularly audit Walmart Marketplace listings for unauthorized sellers, counterfeit products, or incorrect branding. Early detection and prompt reporting through the Portal’s enforcement tools help prevent reputational damage and revenue loss.
Document Evidence Systematically
Maintain a central repository of screenshots, URLs, seller IDs, and dates of suspected infringements. Well-organized evidence speeds up Walmart’s review process and supports escalations if necessary.
Leverage the Dashboard for Continuous Oversight
Use the Portal’s dashboards to track enforcement actions, claim statuses, and content changes. Establish a routine check—daily or weekly—to ensure prompt follow-up on pending cases.
Standardize Product Content Across Listings
The Portal allows brand owners to correct product titles, images, and descriptions. Use this capability to enforce consistency across all listings, ensuring customers see high-quality, brand-approved content.
Strengthen Authorized-Seller Relationships
Provide clear guidelines for your approved resellers regarding imagery, packaging, and product descriptions. Monitor their listings through the Portal to maintain uniform standards and avoid internal brand dilution.
Stay Fully Aligned with Walmart Policies
Brand protection is most effective when your own listings comply with Walmart’s content, pricing, and safety requirements. Compliance lends greater credibility to your claims against infringers.
Use Brand Registration as a Trust Signal
Publicize your brand’s Walmart registration status in your marketing materials. Highlighting your official registration can reassure customers and deter potential infringers.
Track Metrics to Evaluate ROI
Measure key indicators such as the number of infringing listings removed, time to resolution, or reduced customer complaints. These metrics help you assess the effectiveness of your Portal strategy and justify additional investments in brand protection.
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Conclusion: Walmart Brand Portal
The Walmart Brand Portal (also called Walmart Brand Registry) is not just a registration tool; it’s a centralized brand-protection platform that gives sellers more control, transparency, and enforcement power on Walmart Marketplace. By enrolling, you gain the ability to monitor unauthorized sellers, report intellectual property infringements, and ensure your product content stays accurate and brand-approved. Whether you manage a single product line or an extensive catalog, using the Portal strategically safeguards your reputation, strengthens customer trust, and maximizes your long-term sales potential on Walmart.
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FAQ's: Walmart Brand Portal
Can I register multiple brands on the Walmart Brand Portal?
Yes. Walmart allows you to register multiple brands under the same Brand Portal account, provided you have valid and current trademark documentation for each brand. You’ll need to submit separate applications and supporting documents for each brand.
How can I check the status of my Walmart Brand Portal application?
You can view the status of your application directly in the Brand Portal dashboard. Walmart typically emails updates, but logging in to the Portal gives you real-time information on approvals, pending documentation, or required actions.
What type of claims can I submit using Walmart Brand Portal?
Registered brand owners can submit intellectual property-related claims, including copyright infringement, counterfeit products, unauthorized use of trademarks, and inaccurate or misleading product listings that violate brand guidelines.
Are WIPO or EUIPO trademarks accepted by Walmart Brand Portal?
Walmart Brand Portal currently only accepts trademarks registered with the United States Patent and Trademark Office (USPTO).
Can I use my Seller Center sign-in credentials to sign in to the Brand Portal?
Registered sellers can log in to the Brand Portal using their existing Seller Center account credentials or create a new account this way. On the sign-in page, choose the “Use Seller Center account” option. If you already have a Brand Portal account, you’ll be asked to connect it with your Seller Center account. Once linked successfully, you will only need your Seller Center login details to access the Brand Portal moving forward.
Is Walmart Brand Portal available only in the United States?
Brand Portal is available to sellers based in the U.S., U.K., Canada, India, China, Hong Kong, South Korea and Vietnam who hold a valid U.S. trademark.
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