The Walmart Brand Portal is Walmart's intellectual property rights management platform. It lets trademark owners report infringement on Walmart.com and assign content and advertising privileges to Marketplace sellers, and it is free, living at brandportal.walmart.com, with Marketplace sellers signing in with their existing Seller Center credentials. The enrollment itself takes days to weeks, which is why you do it now, not when a counterfeit surge is already eating your buy box. A brand that files its first claim during a surge is a brand that waits for verification while the listings sell.
The bar for enrollment is specific. You must be a trademark or rights owner fully registered with the United States Patent and Trademark Office, and your trademark registration must have a seven-digit registration number and be in active status. A trademark with an eight-digit serial number may be pending and is not yet eligible. Brand Portal does not accept applications from third-party sellers or brand protection agencies, and you must be based in the United States, United Kingdom, Canada, China, Hong Kong, India, South Korea, or Vietnam. Enroll every trademark you hold, including logo marks and common misspellings you have registered, because counterfeiters target the marks you forgot, and a claim filed under an enrolled mark moves faster than one filed under a pending registration.
Once approved, you can submit legitimate claims of copyright, trademark, patent, and counterfeit, one at a time or in bulk from the My claims section. The claim form asks for contact details, the category of IP issue, the URLs of the infringing listings, a description of the infringement, and supporting documentation such as registration certificates. After submission, Walmart's Trust and Safety team reviews the claim. The portal also lets you assign acting brand owner or authorized reseller status to a Marketplace seller in the brand portfolio, or invite individual users to submit IP claims on your behalf, with three permission levels: super admin, admin, and reporter.
The most common reason good claims get rejected is filing the wrong right for the violation. Trademark claims cover brand name and logo misuse. Copyright claims cover copied images and text. Patent claims cover design copies. A counterfeit claim requires evidence of trademark misuse, reproduced copyrighted images, or a materially different product. An unauthorized reseller moving genuine product does not meet that threshold, even if they have no distribution agreement with you. Build the claim like it will be appealed: the infringing listing identified by item ID and seller, the specific IP right being violated with its registration number, and evidence of the infringement. A test buy with photos comparing the fake to the genuine article is the gold standard, because it turns we believe this is counterfeit into we bought it and here is the proof.
Walmart's enforcement process requires a specific IP violation. Being unauthorized alone is not sufficient grounds for removal. Without a Brand Portal account you can still report infringement through Walmart's public IP webform, but registered brands get a claim history, status tracking, and bulk upload, which matters once you file more than a handful. The analytics dashboard shows unpublished listings, non-compliant listings, unpublished rate, and content protections, filtered by date range, category, and brand, though it does not display item-level data.
File aggressively and counterclaims happen. A seller can file a counter-notice, and if your original claim was thin, Walmart may reinstate the listing and flag your account for abusive reporting. Only file on listings you can prove are infringing, keep your evidence organized, and never file on gray-market resellers of genuine product unless you have a MAP or distribution agreement that gives you standing. And remember the relist problem: a suspended seller can re-register and relist before your next monitoring sweep catches them, so the portal is a tool, not a finish line.
If this topic is useful, these earlier guides go deeper on connected questions: Brand Registry Enrollment: The Trademark Is the Ticket, Counterfeit Report Evidence: What Amazon Actually Reads, and Test Buys: The Evidence That Turns a Belief Into a Case.
A free platform for trademark owners to report copyright, trademark, patent, and counterfeit infringement on Walmart.com, and to assign brand owner or authorized reseller status to Marketplace sellers.
An active trademark registered with the USPTO, with a seven-digit registration number. A pending application with an eight-digit serial number is not yet eligible.
Not on unauthorized status alone. You need a specific IP violation: trademark misuse, counterfeit goods, copyright infringement, or patent infringement. Genuine product resold without authorization is not a trademark case.
The infringing listing by item ID and seller, the specific IP right with its registration number, and evidence of the infringement. A test buy with comparison photos is the strongest evidence.