Walmart Brand Portal is Walmart's tool for brand owners to register a brand, file intellectual property (IP) claims against listings on Walmart.com, and give selling rights to other sellers. To get in, you need an active USPTO trademark registration, and Walmart says it does not accept applications from third-party sellers or brand protection agencies. The portal does not settle reseller disputes, and it does not watch your listings for you. This guide covers who can apply, the steps, the user roles, the Canada question, and the limits. Every Walmart rule below was read on Walmart's own pages on October 28, 2026.
What Walmart Brand Portal is
Walmart describes the Brand Portal as the place for brand owners to "report valid intellectual property infringement claims" for items on Walmart.com and to assign ownership rights and privileges to Marketplace sellers (Brand Portal overview, updated Oct 14, 2025). Its program page adds that it is built for brand owners and that you can register multiple brands and manage access for your team and authorized partners.
Three jobs live inside it:
- Claims. Once approved, you can submit claims of copyright, trademark, patent and counterfeit, singly or in bulk, and see claim history, status and item-level details under "My claims".
- Brand roles. You assign "acting brand owner" or "authorized reseller" status to sellers in Brand portfolio.
- Analytics. Reports on unpublished and non-compliant listings, filterable by date range, category and brand. Walmart notes it does not display item-level data.
"Brand Registry" is the Amazon name that many sellers use for this. On Walmart the product is called Brand Portal, and the two programs are separate. For a wider comparison of the two marketplaces, see Walmart vs Amazon.
Who can apply, and who cannot
Here are Walmart's own words on eligibility.
| Question | What Walmart's pages say |
|---|---|
| Can an agency apply? | "Brand Portal does not accept applications from third party sellers or brand protection agencies." |
| Where must the applicant be based? | "You must be based in the United States, United Kingdom, Canada, China, Hong Kong, India, South Korea or Vietnam." |
| Which trademark? | Fully registered with the United States Patent and Trademark Office (USPTO). The registration must "have a seven-digit registration number and be in active status." |
| Pending application? | An eight-digit serial number means the mark "may be pending and not yet eligible for enrollment in the Brand Portal." The program page has a line about pending applications, but its own footnote says "An active trademark registration with the USPTO is required for each brand." Treat the registration as the requirement. |
| How many brands? | The program page says you can register as many brands as you like, each with its own trademark registration. |
Can the brand add an agency as a user?
We could not confirm this from a Walmart page. The overview says owners can "invite additional users to submit IP claims on your behalf" and assign specific brands to each user type, and the program page mentions managing access for "your team and authorized partners", but neither says whether a user may be an outside agency. Walmart's separate Brand Portal FAQ site returned a server error when we tried it. So the safe reading is this: the brand owner applies, holds the account and files the claims, and an agency can prepare the evidence. If you want an outside person to file from inside your account, ask Walmart support first and keep the answer in writing.
How to register your brand, step by step
These are the steps in Walmart's Register your brand guide (updated Mar 30, 2026), which uses your existing Seller Center login.
- Get started. Open the Brand Portal registration page and sign in with your Seller Center credentials. Confirm your business information and select Continue.
- Enter trademark and brand details. The required fields include the trademark registration number and the brand name. Walmart says the information "must be consistent with what's listed on your trademark registration." Accept the Terms of Use and continue.
- Review and submit. Check your entries and select Submit. Walmart reviews the application, and you can check its status by logging in to Brand Portal.
If you are a Walmart Drop Ship Vendor or Warehouse supplier with a Supplier One account, Walmart says to sign in to Seller Center with the same credentials and follow the prompts to connect your Brand Portal accounts. We have written about the vendor side in Walmart vendor vs seller.
Walmart's pages give no review time for an application. We do not quote one. To add a brand later, select Register trademark and enter the brand name and registration number; the status changes to Verified once approved.
Before you apply: a checklist
- The trademark registration number is seven digits and the status is active (check your own USPTO record).
- The brand name is spelled exactly as it appears on the registration.
- You are signing in with a Seller Center account for the business that owns the brand, not an agency login.
- The applicant business is based in one of the countries Walmart lists.
- You know who inside your company will be super admin, because that person owns the account.
Users and roles inside the portal
Once approved, the owner can invite people and assign specific brands to each one. Walmart lists three roles:
| Role | What Walmart says it can do |
|---|---|
| Super admin (account owner) | Submit IP claims, invite admins and reporters, upload new trademarks |
| Admin | Submit IP claims, invite reporter users, upload new trademarks |
| Reporter | Submit IP claims |
Use the lowest role that does the job. A person who only files claims should be a reporter.
Acting brand owner and authorized reseller
Brand Portal also decides whose product content wins on a shared listing. Walmart runs a shared catalog: when sellers offer an item with a matching product ID, "the items will be combined into a single listing" (Duplicate listings policy, updated Sep 2, 2026). That is how a second seller ends up on your listing.
- Acting brand owner: can update the brand's item content over any other Marketplace seller, including authorized resellers, and can set up a brand shop.
- Authorized reseller: has content priority over all other sellers except the acting brand owner.
- There can be one acting brand owner and several authorized resellers per brand.
Walmart also warns that because several sellers may provide content for one item, "you may not always be able to define which content will be displayed on Walmart.com." Roles improve your position; they are not a lock.
How a seller asks for a role
From the Brand manager guide (updated Oct 28, 2025):
- In Seller Center, open Brand manager in the Growth section.
- The item must already be in your Walmart catalog and the brand must be registered in Brand Portal. Find the brand and click Apply for privileges. You can apply to one brand at a time.
- Upload "a letter of authorization or other evidence of your relationship to the brand."
- The brand reviews it and you get an email that says approved or denied. Walmart says response time depends on the reviewer. Once a role is assigned, the Brand Portal overview says it typically takes 24 hours for the seller to receive the privileges.
If you own the brand, expect these requests to land with you. Decide ahead of time who is an authorized reseller and keep the authorization letters on file. If your own team sells the item, see how new sellers get started.
Filing an IP claim
Walmart's IP policy tells rights owners to notify it "by using the Brand Portal or the IP Claim Form" (IP policy, updated Dec 11, 2025). It defines counterfeit products as "inauthentic items intended to appear or sold as authentic", and says it "reserves the right to remove any item or content it believes to be counterfeit", with other measures that can include "termination of the seller's account."
What the fetched pages do not describe: how claims are reviewed, how long that takes, and whether a counter-notice step exists. We do not repeat third-party descriptions of that process as fact. Plan around uncertainty and keep your own record of every claim number and date.
What to gather before you file
Walmart's pages we read do not list the evidence a claim needs, so this is our working checklist, not a Walmart rule. The claim form itself is the final word.
- Item URL, item ID and seller name for each listing.
- Your registration number and brand name exactly as registered.
- Screenshots of the listing with date and time.
- For a counterfeit claim: photos of the product and packaging next to your genuine item, and any test-buy record.
- For copied content: your original images or text with proof of first use.
Walmart's Trust and safety policy (updated Oct 22, 2026) says infringing products "will be unpublished and may experience restricted sales, account suspension or termination of your selling privileges." If you are the seller who received a claim, read suspension and appeals.
What Brand Portal does not do
- It does not settle reseller disputes. Walmart states it "does not mediate or enforce agreements or disputes—authorized or unauthorized—between resellers and suppliers" and "remains neutral in all supplier or contractual matters." A seller who is only unauthorized under your distribution agreement is a contract matter. A seller using fakes, your trademark or copied protected content is an IP matter.
- A claim can be declined. Removal is Walmart's decision.
- It does not decide which content shows. See the warning above.
- It is not monitoring. The portal records claims you file and shows analytics. Spotting a new seller or a changed image is work you or someone on your side does.
- It does not replace legal advice. Cease-and-desist letters and enforcement outside Walmart are for your trademark lawyer.
| Your situation | Likely route |
|---|---|
| Fake product under your brand | Counterfeit claim through Brand Portal or the IP Claim Form |
| Your trademark or copyrighted content misused | Trademark or copyright claim |
| Genuine goods sold by a reseller you did not approve | Not an IP claim by itself. Use brand roles, and your contract and counsel |
| You sell your own brand and other sellers overwrite content | Register the brand, then get acting brand owner status |
Canadian brands: what Walmart says
Two separate questions are often mixed up here.
Can a Canadian company apply? Yes on the stated rule about location: Canada is on Walmart's list of countries where the applicant must be based. But the trademark rule is separate and says USPTO. A Canadian company with a USPTO registration meets both statements.
Does a Canadian (CIPO) or international (WIPO) registration work? The pages we fetched do not say. Walmart's pages name only the USPTO as the accepted office, and the question "Are WIPO or EUIPO trademarks accepted by the Brand Portal?" appears as an FAQ title whose answer we could not read. So we state it as not stated: do not assume a Canadian-only mark qualifies. Confirm with Walmart before you spend money on a claim program, and ask a Canadian trademark agent how a US filing fits your brand. Fees and timelines vary and come from the trademark offices, not from us.
Walmart.ca. The Brand Portal pages describe items on Walmart.com. Canada appears only as an eligible country for the applicant. Walmart.ca's own IP claim page showed a bot-check screen when we tried to read it, so we cannot describe its requirements. If your goods sell on Walmart.ca, check that page directly in a browser. For the wider picture, see selling on Walmart in Canada and Canadian brands on Walmart.
Keeping a brand safe day to day
- Register the brand before you list, so that you can claim roles from day one.
- Keep a short list of approved resellers and their authorization letters.
- Check your top items weekly for new sellers and changed content. Look at the seller name, price and fulfillment method.
- Keep product listings complete and accurate, since a clean listing is easier to prove is yours (see listing quality score).
- Keep dated evidence for each suspicious offer before you file.
- Send contract disputes to your lawyer, not to a claim form.
Where Bluestack fits
Because Walmart says agencies cannot apply, the Brand Portal account stays with you. The work around it is preparation: sorting an issue into counterfeit, IP misuse or unauthorized resale, assembling the evidence, and setting up brand roles. We cannot make Walmart act on a claim, and we do not promise any outcome. Details are on our brand protection service page. Check with a licensed trademark agent or lawyer for legal questions about your marks.
Frequently asked questions
What is the Walmart Brand Portal?
It is Walmart's tool for brand owners to register a brand, file copyright, trademark, patent and counterfeit claims for items on Walmart.com, and assign acting brand owner or authorized reseller status to sellers.
What do I need to join the Walmart Brand Portal?
Walmart requires an active USPTO trademark registration with a seven-digit registration number, and the applicant must be based in one of the countries Walmart lists, including Canada.
Is Walmart Brand Portal the same as Walmart Brand Registry?
People use Brand Registry, the Amazon term, for this. On Walmart the program is called Brand Portal.
Can an agency apply for Brand Portal for my brand?
No. Walmart says Brand Portal does not accept applications from third party sellers or brand protection agencies. The brand owner applies, and an agency can prepare the evidence.
Can I register a Walmart trademark claim with a Canadian trademark?
Walmart's pages name the USPTO as the accepted office and do not say whether a Canadian-only registration qualifies. Confirm with Walmart before relying on it.
Can I remove another seller from my Walmart listing?
Not just because they are unauthorized. Walmart says it does not mediate disputes between resellers and suppliers. You can set brand roles and file an IP claim if there is counterfeiting or infringement.
How long does a Brand Portal application take?
Walmart's pages we read give no review time. The application status can be checked by logging in to Brand Portal.
Sources
- Walmart Marketplace Learn: Brand Portal overview (checked October 28, 2026)
- Walmart Marketplace Learn: Register your brand (checked October 28, 2026)
- Walmart Marketplace Learn: Brand Portal program page (checked October 28, 2026)
- Walmart Marketplace Learn: Brand manager, request brand privileges (checked October 28, 2026)
- Walmart Marketplace Learn: Prohibited products policy, IP (checked October 28, 2026)
- Walmart Marketplace Learn: Duplicate listings policy (checked October 28, 2026)
- Walmart Marketplace Learn: Trust and safety policy (checked October 28, 2026)
- Walmart Marketplace: Brand Portal (checked October 28, 2026)