In the U.S. e-commerce market, Walmart stands as the second-largest retail giant after Amazon. However, its online sales remain only about one-tenth of Amazon’s. To strengthen its digital expansion and streamline platform management, Walmart has introduced specific requirements for brand registration. So, how can sellers ensure a smooth approval process?
The key lies in trademark eligibility. Walmart currently accepts only successfully registered trademarks (R marks) for brand registration and does not approve pending applications (TM marks). Additionally, the trademark owner must meet one of the following four criteria: the company registered under the Walmart seller account must match the trademark owner, or the entity must comply with other Walmart-approved qualifications. This means sellers must verify their trademark registration status and confirm the owner’s compliance with platform rules before applying to avoid rejection and potential disruptions to sales activities.
Eligible sellers are advised to initiate the brand registration process promptly to establish a solid foundation for their business growth on Walmart’s platform.