How to report unauthorized sellers on Walmart Marketplace: IP infringement, counterfeits, and brand protection (2026)

If a seller on Walmart.com is not authorized by your brand, that alone is rarely enough to have them removed. Walmart’s IP enforcement process requires a specific intellectual property violation, such as counterfeit products, trademark misuse, copied content, or patent infringement.

This is the most important thing brand owners need to understand before filing a claim: unauthorized is the business problem; IP infringement is the enforceable route.

Walmart Marketplace gives brands access to one of the largest retail audiences in the US. But that reach also makes it attractive to counterfeiters, copycat sellers, and unauthorized resellers trying to profit from established brand demand.

For brand owners, the problem is not limited to one type of violation. A Walmart listing may misuse your trademark, copy your product images, sell counterfeit versions of your goods, infringe a patent, or create customer confusion through misleading product information.

This guide explains how IP infringement works on Walmart Marketplace, when unauthorized sellers become actionable, how to spot common violations, and how to report an infringing Walmart listing through Walmart’s IP Services form.

TL;DR

• Walmart Marketplace IP issues can include counterfeit products, trademark misuse, copyright infringement, patent infringement, and unauthorized sellers using misleading or infringing content.
• Walmart’s IP Services form supports claims for trademark, patent, counterfeit, and copyright infringement.
• Walmart does not generally support unauthorized reseller claims on their own. If the seller is only unauthorized, but the product is genuine and there is no IP infringement, Walmart may not take action.
• Unauthorized sellers may become reportable when they sell counterfeits, misuse trademarks, copy copyrighted images, misrepresent the product, or create customer confusion.
• To report an issue, use Walmart’s IP Services form, select the marketplace, enter reporter and rights owner information, choose the infringement type, add the listing URL, provide evidence, sign the declarations, and submit the claim.
• For brands dealing with repeated marketplace abuse, brand protection software can help detect, validate, and enforce infringements across Walmart and other online marketplaces.

Why Walmart Marketplace IP infringement is a serious brand threat

Walmart is no longer just a retailer. Its marketplace allows third-party sellers to list products alongside Walmart’s own inventory, giving customers more options and sellers more reach.

For legitimate brands, this creates a major opportunity. It also creates a visibility problem.

Infringing sellers can appear on product pages, compete for sales, use protected brand names in misleading ways, copy official images, and sell counterfeit or materially different products under a brand’s identity. Even when the seller is not part of an authorized distribution network, the customer still sees the brand name first.

The impact is usually felt in three areas.

Revenue loss. Every counterfeit or infringing Walmart listing can divert customers away from official channels. If the seller wins the sale using a protected brand name, existing product demand is monetized by someone else.

Customer confusion. When a shopper receives a fake, damaged, expired, incomplete, or misrepresented product, they may blame the brand rather than the third-party seller. This can lead to negative reviews, complaints, refund requests, and lower trust.

Loss of marketplace control. Unauthorized sellers and copycat listings can distort pricing, misuse product content, create inconsistent information, and make it harder for authorized sellers to compete fairly.

For brands already facing unauthorized sellers, Walmart should be monitored as part of the wider marketplace ecosystem, not as an isolated channel.

What IP issues can you report on Walmart Marketplace?

Walmart’s IP reporting process is designed for rights owners or authorized agents who need to report intellectual property infringement involving items listed on Walmart.com.

The main claim types available through Walmart’s IP Services form include:

• Trademark infringement
• Patent infringement
• Counterfeit products
• Copyright infringement

Each claim type requires a different type of evidence, so it is important to select the right category before submitting.

Trademark infringement

Trademark infringement happens when a seller uses a protected brand name, logo, or other brand identifier in a way that could confuse shoppers.

On Walmart Marketplace, this may include:

• Using a brand name in the product title without authorization
• Displaying a protected logo on a product or listing
• Selling lookalike products designed to appear associated with another brand
• Using brand identity to make a listing seem official
• Creating confusion between a genuine product and another seller’s product

For brands dealing with repeated misuse of protected marks, trademark monitoring software can help identify and enforce these issues across marketplaces.

Counterfeit products

Counterfeit goods are fake products designed to appear genuine. This is often the clearest and most urgent type of Walmart Marketplace infringement because it directly affects customers, product safety, and brand trust.

Common signs include:

• Customer complaints about receiving fake products
• Packaging that differs from the original
• Products sold in colors, sizes, bundles, or variations the brand does not manufacture
• Product quality that does not match official goods
• Suspiciously low pricing from unknown sellers

Counterfeit protection is especially important for brands that operate in high-risk categories such as fashion, beauty, electronics, toys, sports goods, and consumer products. Learn more about how to protect your brand from counterfeits.

Copyright infringement

Copyright infringement applies when a seller uses protected creative assets without authorization. On Walmart, this often involves copied product images, videos, descriptions, manuals, artwork, or other creative materials taken from official websites or product catalogs.

This can happen even if the product itself is not counterfeit. For example, an unauthorized seller may list a product using official photography, product copy, or branded visual assets to make the listing look legitimate.

Brands facing copied product images, videos, or written content can use copyright infringement protection and DMCA takedown services as part of a wider enforcement strategy.

Patent infringement

Patent infringement may apply when a Walmart listing sells a product that uses a patented design, product feature, or invention without permission.

Patent claims are usually more complex than trademark or copyright claims because they require clear documentation of the protected patent and how the Walmart product infringes it.

If the case is unclear, it is worth getting legal advice before filing.

Unauthorized seller activity

Unauthorized sellers are sellers offering a brand’s products without permission from the brand or its official distribution network.

However, unauthorized selling is not always the same as IP infringement. Walmart’s IP Services form states that unauthorized reseller claims are not supported through the IP claim process. Walmart operates a unified catalog where resellers may make offers on the same listing.

This does not mean unauthorized sellers can never be actioned. It means the claim needs to be tied to an enforceable issue, such as:

• Counterfeit goods
• Trademark misuse
• Copyrighted images or descriptions used without permission
• Material product differences
• False claims about warranty, authenticity, origin, or authorization
• Misleading product condition or packaging
• Safety, compliance, or customer harm concerns

For brands dealing with resale outside authorized channels, gray market protection can help identify seller patterns and prioritize enforcement.

How to spot IP infringement on Walmart Marketplace

Identifying the right violation is the first step before reporting. The stronger and clearer the evidence, the easier it is for Walmart to review the claim.

1. The listing uses a brand name incorrectly

Look for product titles, descriptions, or seller claims that use a protected brand name to sell products that are not genuine, not authorized, or presented in a misleading way.

For example, a copycat product may include a brand name in the title to rank for branded searches, even though the seller is offering a different product.

2. The seller uses copyrighted images or product copy

Many infringing listings copy official product photos directly from a brand’s website. Others copy descriptions, comparison tables, instructions, or branded text.

This is especially common with unauthorized sellers trying to make a listing appear official.

3. The product appears counterfeit

Counterfeit warning signs include incorrect packaging, wrong logo placement, missing accessories, unusual variations, low-quality materials, or customer reviews mentioning fake products.

Customer complaints can be useful evidence, but they should ideally be supported with screenshots, test purchases, or documentation showing the difference between the genuine and infringing product.

4. The seller offers products the brand does not manufacture

If the Walmart listing shows a brand name on a product variation that does not exist, such as a non-existent size, color, model, or bundle, this can support a counterfeit or trademark misuse claim.

5. The packaging is different from the original

Packaging differences can be highly relevant in counterfeit and gray market cases. This may include missing safety information, foreign-language packaging, different inserts, missing warranty cards, or packaging that does not match the authorized product.

6. The listing creates warranty or authorization confusion

Unauthorized sellers may claim that products include an official warranty, come from an authorized source, or are backed by the brand when they are not.

This can create customer confusion and may be relevant if the statement misuses a trademark or misrepresents the product.

7. The same seller appears across multiple suspicious listings

One seller may be responsible for multiple infringing Walmart listings, sometimes across different brands or product categories. Track seller names, listing URLs, screenshots, and repeated patterns.

This helps build a stronger enforcement record, especially if the seller is a repeat infringer.

What Walmart’s policies say about IP infringement and unauthorized sellers

Walmart provides Brand Portal and its online IP Services form for rights owners to report claims of infringement involving items listed on Walmart.com. These can include copyright, trademark, patent, publicity, and counterfeit claims.

The key point for brands is that Walmart separates IP infringement from unauthorized resale.

If a seller is simply unauthorized, Walmart may not treat that as an IP issue. This is because resellers can make offers on the same listing through Walmart’s unified catalog. Walmart generally does not intervene in private distribution arrangements between brands, suppliers, retailers, and sellers.

Before filing a claim, brands should ask:

• Is this seller only unauthorized?
• Is the seller also infringing intellectual property?
• Are they selling counterfeits?
• Are they using a trademark in a misleading way?
• Are they copying copyrighted images or content?
• Are they selling a product that materially differs from the authorized version?
• Is there evidence to support the claim?

This distinction matters. A weak claim that only says “this seller is not authorized” may be rejected or delayed. A stronger claim explains the specific IP right involved, the exact listing, the evidence, and why the use is unauthorized, misleading, or infringing.

How to report IP infringement on Walmart Marketplace

Use Walmart’s IP Services form to submit an IP complaint. The exact fields may vary depending on the type of claim, but the reporting process generally follows these steps.

Step 1: Open Walmart’s IP Services form

Go to Walmart’s IP Services form.

At the top of the page, Walmart notes that duplicate claims may increase processing times and delay resolution. Before submitting, make sure the claim is complete and includes all relevant evidence.

The form asks for information across four main areas:

• Marketplace selection
• Reporter and rights owner information
• Type of infringement
• Claim details

Walmart reviews the claim and sends status updates by email.

Step 2: Select the marketplace

Under “Marketplace,” choose the country where the infringement appears.

For listings on the US marketplace, select “Walmart US.”

This matters because the claim should match the marketplace where the infringing item is listed.

Step 3: Enter reporter information

Next, complete the reporter information section.

This includes:

• Filing claim as, such as rights owner or authorized agent
• Email address
• First name
• Last name

Use an email address that is actively monitored, since Walmart sends claim updates by email.

Step 4: Enter rights owner information

Then complete the rights owner information section.

This includes:

• IP owner name
• IP company name
• Address line 1
• Address line 2, if applicable
• City
• State
• Country
• Postal or ZIP code
• Phone number

This section identifies the owner of the intellectual property being enforced. If the claim is being submitted on behalf of a brand, the details should match the rights owner or the entity authorized to act for the rights owner.

Step 5: Review Walmart’s unauthorized reseller notice

Before choosing the claim type, Walmart displays an important notice explaining that unauthorized reseller claims are not supported through the IP Services form.

Walmart explains that it operates a unified catalog where resellers may make offers on a single listing. For unauthorized reseller claims, Walmart directs brands to contact the seller directly through the contact information available by clicking the seller’s name on the listing.

This is why the claim should not be framed only as “this seller is unauthorized.” Instead, identify the actual IP issue, such as counterfeit goods, trademark misuse, copyright infringement, or patent infringement.

Step 6: Choose the type of infringement

In the “Type of infringement” dropdown, select the claim type that best matches the case.

The available options include:

• Trademark
• Patent
• Counterfeit
• Copyright

Choose carefully. The rest of the form will ask for details based on the type of infringement selected.

For example:

• Choose “Trademark” if the seller is misusing a brand name, logo, or protected mark.
• Choose “Copyright” if the seller copied product photos, videos, descriptions, or other creative assets.
• Choose “Counterfeit” if the product is fake and intended to appear genuine.
• Choose “Patent” if the product infringes a protected invention or design.

Step 7: Select the reason for the claim

After selecting the infringement type, choose the reason that best explains the problem.

For counterfeit claims, available reasons may include:

• The product does not exist or is not manufactured in certain colors, sizes, or variations
• The packaging is incorrect or different from the original product
• The brand owner has received customer complaints regarding counterfeit items purchased from the seller or listing
• Other

Select the reason that is closest to the available evidence. If none of the preset reasons fit, use “Other” and explain the issue clearly in the comments section.

Step 8: Add brand and rights information

Depending on the claim type, Walmart may ask for details such as:

• Brand name
• Trademark number
• Order numbers, if applicable
• Item URL
• Seller name

Add the exact Walmart listing URL. If the same infringement appears across more than one item URL, use the “Add URL” option to include additional listings.

For seller name, the form may allow the claim to apply to all sellers on the listing or to a specific seller. If only one seller is infringing, be as specific as possible. If the listing itself is infringing across all offers, selecting all sellers may be appropriate.

Step 9: Add comments with clear evidence

Use the comments box to explain the claim in plain language.

Keep this section factual and specific. Avoid emotional language or vague claims.

A strong comment may include:

• What IP right is owned
• Which part of the listing infringes it
• Why the product is counterfeit or misleading
• How the listing differs from the genuine product
• Whether customers have complained
• Whether a test purchase was completed
• Why the seller is not authorized to use the asset, trademark, or product representation

Example:

“The listing uses our registered trademark and presents the product as an authentic [Brand] item. The product shown is not manufactured by our company in this color and packaging format. We have received customer complaints indicating that items purchased from this listing are counterfeit. The listing URL and supporting documentation are included.”

Step 10: Upload supporting documents

The form includes a document upload area where supporting evidence can be added.

Useful supporting documents may include:

• Trademark registration certificate
• Copyright registration, if applicable
• Patent documentation, if applicable
• Screenshots of the Walmart listing
• Screenshots of copied product images or descriptions
• Product comparison images
• Test purchase photos
• Customer complaint screenshots
• Packaging comparison evidence
• Order numbers linked to counterfeit complaints

Even when uploads are optional, supporting evidence can make the claim clearer and easier to review.

Step 11: Confirm the declarations

Before submitting, the form asks the reporter to confirm several declarations.

These usually include confirmations that:

• The reporter has a good faith belief that the use of the material is not authorized by the IP owner, its agent, or the law.
• The information provided is accurate.
• The reporter is authorized to act on behalf of the owner of the exclusive right allegedly infringed.
• The reporter understands that abuse of the tool may result in account termination or other consequences.

Read these declarations carefully before checking the boxes. Do not submit claims that are speculative, incomplete, or not connected to a valid IP right.

Step 12: Add a digital signature and submit the claim

Finally, type the full name of the person submitting the claim in the digital signature field.

Walmart treats this as a digital signature.

Review all information before clicking “Submit Claim.” Once submitted, Walmart will review the claim and send updates by email.

What happens after you report a Walmart Marketplace listing?

After submission, Walmart reviews the claim and decides what action, if any, is appropriate.

Possible outcomes include:

• The listing is removed or disabled
• The seller is contacted or asked to respond
• The claim is rejected because the information is incomplete or inaccurate
• Walmart requests additional evidence
• No action is taken if the issue is not considered IP infringement
• Repeated valid claims may contribute to action against repeat infringers

For trademark and patent disputes, Walmart may forward the claim to the third party before taking action. This means the report should be clear, evidence-backed, and focused on the specific right being infringed.

For counterfeit claims, include as much evidence as possible showing why the product is fake, materially different, or not made by the brand.

Why unauthorized seller claims often fail on Walmart

Many brands submit unauthorized seller complaints expecting Walmart to remove the seller simply because the brand did not approve them. This is a common mistake.

Unauthorized resale is not automatically IP infringement.

A seller may be unauthorized but still selling genuine goods. In that case, the issue may be better handled through distribution agreements, reseller contracts, direct seller outreach, test purchases, or a broader gray market protection strategy.

However, the case becomes stronger when the unauthorized seller creates a separate enforceable issue.

Examples include:

• Selling counterfeit versions of the product
• Using a brand name on products the brand does not manufacture
• Copying official product photos
• Misrepresenting warranty coverage
• Selling materially different products as if they were the same
• Using packaging, logos, or claims that create consumer confusion

In short: “unauthorized” is the business problem. “IP infringement” is often the enforceable route.

How to prevent IP infringement and unauthorized sellers on Walmart

Reporting individual listings is important, but long-term marketplace protection requires a repeatable process.

Monitor Walmart regularly

Search Walmart for brand names, product names, model numbers, common misspellings, and high-risk keywords. Check both product listings and seller names.

Brands with large catalogs should automate monitoring across Walmart and other marketplaces to avoid relying on manual searches.

Keep evidence organized

Create a central record for each suspected infringement.

Include:

• Listing URL
• Seller name
• Screenshots
• Product title
• Price
• Date found
• Infringement type
• Registration numbers
• Evidence files
• Claim status
• Outcome

This makes it easier to escalate repeat offenders and identify recurring patterns.

Use test purchases for high-priority cases

Test purchases are especially useful for counterfeit and gray market cases. They help confirm whether the product is fake, materially different, missing components, or sold without the promised warranty.

Document the entire process, from the listing screenshot to the product received.

Strengthen your authorized reseller program

If unauthorized sellers are a recurring issue, review the commercial foundations behind your reseller network before relying only on takedowns.

A strong authorized reseller program should define where products can be sold, which marketplaces are allowed, what pricing or MAP rules apply, how warranties are handled, and what sellers can or cannot say in their listings. This helps brands separate normal resale activity from sellers that are creating risk through misleading claims, materially different products, or misuse of brand assets.

It is also useful to maintain a clear list of approved sellers, distributors, and marketplace accounts. This makes it easier to identify suspicious sellers quickly, prioritize enforcement, and support claims when a listing misrepresents its relationship with the brand.

If a seller is only outside the authorized network, Walmart may not remove them through the IP process. But if the seller also copies official content, misuses trademarks, sells materially different goods, or creates warranty confusion, the brand may have a stronger basis for action.

Enforce consistently

One-off takedowns can help, but repeat sellers often return under new listings or accounts. A consistent enforcement strategy should combine detection, evidence collection, Walmart claims, seller outreach, and legal escalation where appropriate.

For high-volume counterfeit networks, brands may also consider enforcement beyond takedowns, including seller disruption and revenue recovery through a Revenue Recovery Program.

How Red Points helps brands protect themselves on Walmart Marketplace

For brands managing IP infringement, unauthorized seller activity, and counterfeits across Walmart, eBay, Amazon, and thousands of other marketplaces, Red Points automates the full detection-to-enforcement workflow, replacing manual daily monitoring with continuous automated scanning and removal at scale.

Manual reporting works when there are only a few listings to review. But for brands dealing with repeated IP abuse, unauthorized sellers, counterfeit products, and copied content across multiple marketplaces, manual monitoring quickly becomes difficult to scale.

Red Points helps brands detect and remove online infringements across Walmart Marketplace and thousands of other platforms.

With Red Points, brands can:

• Detect counterfeit and infringing listings across marketplaces
• Identify unauthorized sellers and repeat offenders
• Monitor copied product images and brand misuse
• Validate incidents with AI and expert review
• Submit enforcement actions at scale
• Track results and marketplace performance
• Connect seller activity across channels
• Escalate priority cases when needed

A validation layer filters false positives before any enforcement action is submitted, so only confirmed infringements are actioned. Read more customer feedback on G2.

Red Points processes 4.6M+ enforcements per year across Walmart, eBay, Amazon, and thousands of other marketplaces.

Instead of reacting only when customers complain, brands can take a proactive approach to intellectual property protection and marketplace enforcement.

Ready to protect your brand on Walmart Marketplace?

Request a demo and see how Red Points helps brands detect, report, and remove IP infringements at scale.

Frequently Asked Questions