Trademarks for Walmart Brand Portal

Walmart is intently focused on building a trusted online retail platform for its millions of customers and takes allegations of trademark infringement seriously. Each week, approximately 220 million customers and members visit approximately 10,500 virtual storefronts created on  Walmart built the Walmart Brand Portal to protect the rights of owners of intellectual property.  The Walmart Brand Portal enables brand owners holding federal trademarks registered with the United States Patent & Trademark Office (USPTO) to better manage and protect their brands and products on If you sell products on, and you are a brand owner with an active registered trademark issued by the USPTO, you may be eligible to enroll.  By enrolling in the Walmart Brand Portal, brand owners will have access to a suite of tools to prevent brand dilution, trademark infringement and product counterfeits on the online retail platform.

Trademark infringement and product counterfeiting on online retail platforms like Walmart has significantly increased over the last decade and has become a serious problem for many online sellers, buyers and brand owners. For example, products will be offered and sold on the Walmart retail platform by certain online sellers alleging to be affiliated with a certain brand or product manufacturer, but they are not. As we all know, it is unlawful to infringe upon the intellectual property of others, but trademark infringers, product counterfeiters, listing hijackers, brand diluters, and other dubious individuals lurking on the platform believe they can make a quick buck and getaway scot-free. Owners of trademarks, copyrights and other intellectual property who are Brand Portal members are constantly monitoring brand and product listings on to identify and penalize these bad actors. The Walmart Brand Portal provides brand owners with a suite of tools they can leverage to remove fraudulent brand and product listings from the Walmart retail platform.

Walmart online sellers may register for a Brand Portal account by using the seller’s existing Seller Central account.  Once enrolled, the brand owners may link the Seller Center and Brand Portal accounts.  After the accounts are linked, brand owners will be able to use their Seller Center login credentials to access the Brand Portal in a unified easy-to-use interface.

Walmart Brand Portal Features & Benefits

Walmart’s Brand Portal enables brand owners to stay alert and react quickly when they believe their products are being counterfeited and their intellectual property rights are being infringed upon.  When brand owners enroll in the Walmart Brand Portal they can manage all their brands and products in a unified easy-to-use interface, submit multiple types of intellectual property claims (including claims of trademark infringement), and track that status of submitted infringement claims in real-time.  In other words, Walmart had developed a portal for brand owners where everything is centrally located to make their intellectual property rights management effortless and streamlined.

Brand Owners May Manager Their Brands and Intellectual Property Claims in One Place

Walmart has designed the Brand Portal so that brand owner may manage their brands, product listings and intellectual property claims in a one place.  Walmart allows brand owners to register as many brands as they like so long as each of the registered brands holds an active registered federal trademark issued by the USPTO.  Through the Brand Portal, brand owners may submit and track intellectual property claims, manage authorized third-party representatives working on behalf of the brand owner, and review in real-time submitted claims and resolution reporting.

Submission of Intellectual Property Claims Through the Brand Portal

The centerpiece of the Walmart Brand Portal is the brand owners ability to protect their intellectual property, including their trademarks, through its claim submission system.  A brand owner may submit four types of claims in one easy to complete form:

  • Trademark Infringement;
  • Counterfeit Products;
  • Copyright Infringement; and
  • Patent Infringement.

Walmart allows Brand Portal members to complete just a few fields of the form to submit intellectual property claims easily and efficiently.  Plus, brand owners may authorize third-party representatives – such as the brand owners trademark attorney — to submit claims on their behalf.

Monitor All Brands and Intellectual Property Claims Submissions in One Dashboard

Once a brand owner has registered its brands and submitted any alleged infringement claims, they can monitor the status of each of their claims until final resolution.  The Walmart dashboard will show every claim that has been submitted through the Walmart Brand Portal.

Registering Trademarks With the USPTO to Enroll in The Walmart Brand Portal

Please note that the above summary is our understanding of the Walmart brand registry program and you should visit the Walmart platform for further details and program changes. If you would like to enroll in Walmart’s Brand Portal, our US trademark attorneys can assist with registering your brand’s trademarks with the United States Patent & Trademark Office (USPTO).

Why Use A United States Trademark Attorney?

On the surface, federal trademark searches, registrations, enforcement, and maintenance requirements may seem fairly straightforward, but more often than not it is complex, time consuming, and riddled with areas to potentially make significant, costly mistakes. We can help. Our attorneys provide crucial legal advice at every stage of the trademark process, we enforce and maintain your trademark rights, and we represent you at the USPTO’s Trademark Trial and Appeal Board (TTAB).

If you are a business owner seeking to register a federal trademark or you are an online retail seller launching a store on Amazon, Walmart, eBay, Etsy or other online retail platform, our trademark attorneys can help. Please give us a call or contact us online by clicking the contact button and completing the form.  Our trademark attorneys will respond to all inquiries within 1 business day.