Walmart Brand Portal: Your Ultimate Guide

George Hatch

September 3, 2021

Brands selling on marketplaces like Walmart and Amazon can get so focused on marketing their products and optimizing their listings that they don’t devote as much time as they should to one crucial aspect of ecommerce: brand safety.

For example, it’s not uncommon for unscrupulous businesses to steal the image and name of a different brand’s product to use to sell their own low-quality counterfeits. This horrific reality can lead to a drop in your brand reputation, higher customer dissatisfaction, and fewer profits, even though you did nothing wrong.

We’ve already covered Amazon’s Brand Registry program, which allows stores on its platform to gain access to advanced brand protection features and prevent this sort of fraud, but it’s time to talk about Walmart. Walmart has recently decided to release a similar ‘brand registry’ program with its own Brand Portal feature to defend the interests of merchants on the platforms. Introducing: Walmart Brand Portal.

It’s a significant milestone for this top retailer and will have a massive impact on merchants using Walmart to sell their products. Sellers will be able to defend themselves in counterfeit cases, while customers will be guaranteed to buy the best, high-quality product.

Let’s see what Walmart’s Brand Registry answer is precisely, the benefits of the new portal program, and what stores can do to enroll in it officially.

What is Walmart Brand Portal?

Similar to Amazon Brand Registry, Walmart’s Brand Registry, or Brand Portal, allows businesses to manage their property rights on products and protect themselves against improper representation. Walmart’s Brand Portal is a dashboard that keeps track of all a seller’s brands, authorized representatives, and property claims in one place.

“The Walmart Brand Portal has been designed from the ground up to be a single, unified experience where you will manage your brands and claims,” says Walmart in one of their official announcements.

According to Walmart, online sellers can register as many brands as they’d like, but similar to Amazon each brand will require an active trademark registration with the USPTO. Brands representatives will also be able to submit and track intellectual property claims, manage authorized representatives, and get up-to-date reporting. Every feature a seller needs to manage the protection of their brand is combined in one convenient place.

Before Brand Portal, protecting your walmart product listings from Intellectual Property (IP) violations was a much more challenging process. When a brand suspected fraud was occurring on the platform, they had to contact Walmart Support, prove that suspicious activity was going on, and file a case with Walmart support to request the removal of the incorrect product listing.

Walmart Brand Portal will make the process of managing an ecommerce brand effortless with access to Intellectual Property claims, authorized representatives, and up-to-date reporting all in one place. Merchants can oversee trademark, copyright, counterfeit, and patent claims in a much more straightforward way and save time–and back and forth with Walmart’s support team–on the resolution.

How Walmart Brand Portal protects your brand

There are many reasons why Walmart wants to adopt new preventive measures to protect its marketplace brands. Here are the negative consequences that unauthorized sellers have on your business:

Maintain strong brand reputation

Maintaining a solid brand reputation is one key pillar of customer loyalty and building confidence in your market. And with the rise of technology and social media, even a tiny mistake could plunge your brand reputation in an instant.

There are various ways that unauthorized sellers on Walmart can cause your brand reputation to take a hit. For example, if they’re selling counterfeit versions of your products, it’s likely going to be low-quality, and customers will have a negative perception of your brand.

As a result, customers may decide to drop a negative review about your brand and discourage other shoppers from buying from you. By protecting your brand from intellectual property infringement, you can better hold your hard-earned reputation.

Grow Sales and Profitability

The rise of the internet has made it easier than ever to sell across marketplaces, even if your product information, pricing, and content isn’t up to snuff. Unauthorized sellers could be selling under your same product names, but with low-quality images, incomplete descriptions, and poor customer service.

If customers find an unappealing version of your product from unauthorized sellers first, they may be turned off to your product altogether. This leads to a decrease in your brand’s sales, profitability, and customer retention. By stopping unauthorized product listings and sellers with Walmart’s Brand Portal, you can continue to attract sellers to your legitimate, helpful information and will be more likely to continue converting customers.

Keep strong relationships with with authorized retailers

Beyond lost business and a poor brand reputation, unauthorized sellers on Walmart can make it harder for you to work with other retailers and sellers. No seller wants to sign up to promote products that have low conversion rates, poor market reputation, and unhelpful information. By providing strong listings, and protecting your listing with Walmart Brand Portal, your brand and products will be better ready for other authorized sellers to come in and piggy back on your success.

3 key benefits of Walmart Brand Portal

Brands selling on Walmart have a lot to gain out of signing up for Brand Portal, Walmart’s version of Brand Registry. Here are some of the main benefits that should convince you:

1. Provide your brands with advanced protection

As your business starts to scale, you must look out for any signs of fraud that could put your brand in danger. Walmart Brand Registry offers businesses high-level protection on their brand and products to reduce risk and give peace of mind.

Brands will be able to file a claim for the following factors: trademark, counterfeit, copyright, and patent. After filing a claim, Walmart will then proceed to investigate the suspicious activity and take action to solve the issue and defend your brand.

2. Manage multiple brands at once

Walmart Brand Registry allows you to add as many brands as you want to the platform, as long as they each have an active trademark registration with the USPTO. In addition, businesses can perform various actions for their brands, such as submitting intellectual property claims, running reporting, and managing authorized representatives.

3. Track claims in one dashboard

Walmart Brand Portal makes life easier for sellers by allowing them to keep track of all their claims in one place. That way, they can monitor their progress and status over time without having to reach back directly to Walmart’s customer service team for updates on their claims.

As a bonus, Walmart Brand Portal comes with an option to allow third-party representatives to submit claims for your brand. Thus, it facilitates the process of managing your claims.

Walmart Brand Portal vs. Amazon Brand Registry: are they the same thing?

While they share the similar goal of protecting brands from brand-compromising activity, Walmart Brand Portal and Amazon Brand Registry do have their differences.

Level of protection

Even though both programs are intended to allow the brand’s IP to be used as the brand intended, the programs differ when it comes to the level of protection capabilities they offer. While Walmart’s version of Brand Registry does a great job allowing businesses to easily submit claims and monitor claim status, Amazon Brand Registry goes further with extra preventive measures.

For example, Amazon Brand Registry allows you to protect other brands from altering your description or title, which can protect brand reputation, sales, and relationships with authorized sellers. Customers on Amazon can also authenticate your product with a QR code that they scan through their app.

Time in the market

Another thing to keep in mind is that Amazon Brand Registry has been available for a much longer time. In other words, it’s had more time to include new features within its platform and adapt to the changing needs of users.

However, it's only a matter of time before Walmart catches up and starts including more updates. We can see the platform including more preventive measures within its Brand Portal and tools to facilitate the job of its merchants.

Enrolling requirements for joining Walmart Brand Registry

As mentioned earlier, only brands with active trademarks registered in the United States can benefit from Brand Portal. Unfortunately, the platform doesn’t currently accept WIPO or EUIPO trademarks.

If you’re not currently eligible for Walmart’s Brand Portal program, don’t worry: the platform also comes with file claim assistance to report any IP infringement via its webform. You’ll just have to select the claim type and enter all of the relevant details.

How to sign up for Walmart Brand Registry

Once you meet the requirements and have a Walmart marketplace account, getting started with Walmart Brand Registry is a simple process. Here’s how your business can sign up for the program:

  1. Provide your company and contact information. Make sure that your company name matches the name of your USPTO registration.
  2. Provide Walmart with your active trademark registration number (only USPTO is accepted).
  3. Include a verifiable email address to receive your confirmation.

Walmart will then review your application and follow up to let you know whether you’re accepted into the Brand Portal program. It’s worth noting, however, that Walmart has a very selective process for businesses that want to gain access to Brand Portal.

Best practices for keeping your brand safe on Walmart

Aside from signing up for the Brand Portal program, there are extra ways that you can protect your brand on Walmart’s marketplace.

To start, being on Walmart is the best way to ensure your brand’s reputation on Walmart. Unfortunately, if you aren’t on marketplaces, someone else will be with your brand, and they’ll likely do a worse job than you would like. By being the creator of your brand’s listings, images, warranty, customer support, shipping and pricing, you control the narrative consumers receive about your brand.

Also, make sure to have a trademark for your products to differentiate your listings from others in the marketplace legally. Your trademark could take the form of a logo, symbols, templates, a phrase, design or more. It gives you legal rights to defend your brand anytime someone else tries to copy it and profit from it.

Start protecting your Walmart brand today

Walmart businesses should be using all the tools at their disposal to protect their brand. Walmart’s new Brand Portal offers new ways for sellers to defend themselves from fraud, which in return, will boost their reputation and drive sales.

If you need help enrolling in Walmart’s Brand Portal program and driving the best results for your platform, Pattern can help. Contact us today to learn more about our services.

Explore Our Ecommerce Resource Library

Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.

Global Ecommerce Weekly News: 27th September 2022
Blog

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)

Global Ecommerce: Weekly News (20th September 2022)
Blog

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)

Global Ecommerce: Weekly News (13th September 2022)
Blog

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)