How to Report Counterfeits and IP Infringements on Walmart Marketplace (July 2026)

‍Walmart Marketplace: Growth, Scale, and New Complexities

Walmart Marketplace has rapidly evolved into a powerful e-commerce platform, boasting over 700 million SKUs and attracting a diverse range of third-party sellers. This expansion, while offering consumers a vast product selection, has also introduced complexities in maintaining product authenticity and brand consistency.

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TLDR:

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• Counterfeit goods reached $467 billion in global trade in 2021, per the OECD-EUIPO report, with a growing share flowing through third-party marketplace channels like Walmart.
• File IP complaints through the Walmart Brand Portal by submitting listing URLs, your IP category, and supporting registration documentation.
• Manual enforcement stalls because a suspended seller can re-register and relist before your next monitoring sweep catches them.
• MarqVision automates counterfeit detection and enforcement across Walmart and 1,500+ marketplaces in 118+ countries, including bulk reporting and post-takedown surveillance.

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A recent case revealed these challenges: imitation Hermès Birkin handbags that appeared on the platform were pulled from Walmart's listings, showing Walmart's firm stance on handling potential IP infringements and maintaining brand trust.

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To combat counterfeit products, Walmart has implemented stringent policies. Their Prohibited Products Policy explicitly bans the sale of counterfeit items, defining them as inauthentic goods intended to appear or be sold as authentic. Violations can lead to the removal of listings and potential suspension of seller accounts.

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The challenge runs deeper than policy. Counterfeit goods accounted for $467 billion in global trade in 2021, per the OECD-EUIPO global counterfeits report, and a growing share of that activity flows through third-party marketplace channels. Walmart's open seller model means any business that meets eligibility criteria can list products. That model benefits consumers through lower prices and broader selection, but it also creates an ongoing monitoring burden. Counterfeit operators register new seller accounts, replicate authentic product pages, and get their listings live before automated filters flag them. By the time your brand finds an infringing listing, it may have already processed dozens of orders.

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For brand protection and legal teams, filing a single report and waiting rarely resolves the problem. It is one step in an ongoing enforcement cycle.

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Your IP rights are only as strong as your ability to enforce them. On Walmart Marketplace, that means knowing exactly how to file a claim, what evidence to submit, and what to do when a valid complaint stalls.

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Steps to Report IP Infringement on Walmart Marketplace

Walmart provides a structured process for rights holders to report IP infringements:

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1. Access the Walmart Brand Portal

Go to the Walmart Brand Portal to start the reporting process.

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2. Fill Out the IP Claim Form

Provide detailed information, including:

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• Your contact details
• Category of IP issue (trademark, copyright, patent)
• URLs of the infringing listings
• Description of the infringement
• Supporting documentation (e.g., registration certificates)
  
  

3. Submit Your Report and Follow Up

After submission, Walmart's Trust & Safety team will review the claim. While response times may vary, Walmart typically handles valid claims promptly. You will receive notifications regarding the status of your claim and any actions taken.

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Taking Your Brand Protection Further

The Limits of Manual Enforcement

Walmart's Brand Portal gives you a direct line to report infringements, but manual enforcement has a hard ceiling. When your brand faces counterfeit listings across hundreds of Walmart seller accounts, submitting individual reports does not keep pace with how quickly new infringing listings appear. A seller suspended today can re-register tomorrow under a different account name and re-list the same products before your next monitoring sweep catches them.

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This is the gap where most enforcement programs stall. Detection is manual and reactive. Reporting is one listing at a time. Post-takedown surveillance requires starting the whole cycle over again. The result is a recurring enforcement backlog that grows faster than your team can clear it.

Automated Enforcement at Scale

MarqVision's AI-powered solution automates the detection and removal of counterfeit listings across e-commerce marketplaces, including Walmart. The difference between manual reporting and automated enforcement goes beyond speed. It is coverage depth and persistence. Our solution offers:

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• Continuous Detection: Ongoing scanning of Walmart Marketplace to identify potential infringements.
  
  
• Bulk Enforcement: Simultaneous reporting of multiple infringing listings, speeding up the takedown process.
  
  
• Post-Takedown Surveillance: Ongoing monitoring to prevent re-listing of counterfeit products.
  
  
• Seller Analysis: Identification and tracking of repeat offenders to support long-term enforcement strategies.
  
  
• Marketplace Partnerships: MarqVision works directly with marketplace partners to escalate and resolve IP cases faster, reducing delays and increasing takedown success rates.
  
  

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The table below shows where the manual process and automated enforcement differ in practice:

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MarqVision's coverage spans over 1,500 online marketplaces across more than 118 countries, meaning the same enforcement logic that removes a counterfeit Walmart listing can run simultaneously across Amazon, eBay, Alibaba, Temu, and regional marketplaces worldwide. For brands dealing with organized counterfeit networks, that cross-marketplace visibility matters. A seller removed from Walmart often re-surfaces on another channel. Tracking them across storefronts is how you break the cycle, instead of simply managing the backlog.

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How do you track repeat offender sellers across Walmart and other marketplaces after a takedown?

The Walmart Brand Portal does not provide cross-account or cross-marketplace seller visibility, so a seller removed from Walmart can re-register and appear on another channel without triggering an alert in your existing workflow. Tracking repeat offenders across storefronts requires seller intelligence that maps business names, contact details, and listing patterns across platforms. That cross-platform visibility is what breaks the relisting cycle, not simply managing it one report at a time.

By integrating MarqVision into your brand protection strategy, you can proactively safeguard your intellectual property, maintain brand reputation, and protect consumer trust. Want to see how this works for your brand? Request a demo to get started.

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FAQ

What should you do when a seller suspended through the Walmart Brand Portal re-registers and relists the same counterfeit products?

A single takedown through the Brand Portal removes the listing but does not stop the seller from re-registering under a new account name and relisting before your next manual sweep. The practical fix is post-takedown surveillance paired with cross-account seller tracking, monitoring for re-listed products and flagging the same bad actor operating under different storefronts. This is where automated enforcement closes the gap that manual reporting leaves open.

How does reporting counterfeits on Walmart Marketplace compare to reporting them on Amazon or Alibaba?

Walmart's Brand Portal follows a structured claim submission workflow (contact details, IP category, listing URLs, and registration documentation), similar in form to Amazon Brand Registry reporting, but without the same level of automated seller intelligence or cross-storefront visibility built into the native portal. If your counterfeit problem spans multiple marketplaces, a seller removed from Walmart frequently resurfaces on Amazon, eBay, or Temu. Platform-native reporting tools handle each channel in isolation, with no visibility into the seller network across all of them at once.

What evidence do you need to file a successful IP complaint through the Walmart Brand Portal?

Your complaint requires your contact details, the specific IP category (trademark, copyright, or patent), the URLs of the infringing listings, a description of the infringement, and supporting registration documentation such as trademark certificates. Incomplete submissions or mismatched IP categories are the most common reasons complaints stall. Matching the right claim type to the right registration document keeps your case moving through Walmart's Trust and Safety review.

Can manual enforcement through the Walmart Brand Portal scale if your brand faces hundreds of infringing listings at once?

Manual enforcement through the Brand Portal is built for one listing at a time, which works for isolated incidents but breaks down when infringing listings multiply faster than your team can file individual reports. At that volume, detection becomes reactive, reporting becomes a bottleneck, and post-takedown monitoring requires restarting the entire cycle manually. The enforcement backlog grows faster than it clears.