A customer sends your team photographs of a product carrying your logo. The packaging looks wrong, the construction does not match your specifications, and the order came from Walmart Marketplace.
Before requesting removal, establish what was sold, who sold it, and which rights were infringed.
Walmart prohibits counterfeit products and can remove items or terminate seller accounts. However, submitting a complaint does not automatically produce either outcome.
Effective Walmart counterfeit enforcement starts with verified evidence, the correct reporting route, and follow-through after submission.
Confirm the Counterfeit Before Filing
Walmart defines counterfeits as inauthentic products presented as authentic.
Treat unusually low prices, unfamiliar storefronts, and negative reviews as investigation triggers, not proof. Where authenticity cannot be established from the listing, conduct a targeted test purchase and have someone familiar with the product inspect it.
Compare the received unit with an authentic reference, accounting for legitimate packaging changes and regional versions. Record the specific differences supporting your conclusion.
Unauthorized does not automatically mean counterfeit. Walmart’s infringement form expressly excludes unauthorized-reseller claims. A genuine product sold outside your approved network requires a different assessment.
If the problem is an unauthorized seller or changed listing content rather than a fake product, see our guide to Walmart listing hijacking.
Build Evidence Against the Specific Seller
Walmart operates a shared catalog where multiple sellers can offer the same item. Identify the seller connected to your evidence rather than treating every offer on the page as counterfeit.
We recommend organizing the case into three evidence groups:
Listing identity: Save the item URL, Walmart item ID, seller name, storefront details, and timestamped screenshots showing the relevant offer.
Purchase records: Preserve the order confirmation, seller information, shipping label, packaging, and photographs of the received unit.
Authentication findings: Document the inspection, authentic reference sample, relevant identifiers, and clear explanations of the differences.
Confirm the selected seller at checkout. Keep the physical sample and original photographs available for further review.
Avoid unsupported statements such as “everything this seller offers is fake.” Limit the allegation to products and conduct your evidence actually supports.
Keep a separate internal note distinguishing confirmed findings from unresolved questions, so later reviewers do not mistake suspicion for established fact.
Use Walmart’s Report Infringement Page
For brands reporting infringement on Walmart.com, Walmart’s public Intellectual Property (IP) Claim Form is the infringement-reporting page to use. Rights owners and authorized representatives can also submit through Walmart Brand Portal.
The public form provides an alternative to reporting through an enrolled Brand Portal account. For ongoing enforcement, Brand Portal offers claim history, status tracking, and management of authorized users.
On the form, select the appropriate marketplace, provide reporter and rights-owner details, choose the infringement type and reason, and enter the affected item URLs or IDs. Explain the claim clearly and provide supporting material through the available submission options.
Submit as the rights owner or an authorized agent. Walmart requires a declaration under penalty of perjury that your information is correct and that you have authority to report.
Have another team member verify identifiers and evidence before submission.
When Trademark Takedowns Are Appropriate
Walmart provides separate Counterfeit and Trademark reporting categories. Its guidance directs brands alleging fake products to select the counterfeit option.
Trademark takedowns address supported misuse of a protected brand name, logo, or other mark. The central issue is whether the use creates a likelihood of confusion about the source of goods, not simply whether the seller has your permission to resell.
For example, a listing falsely presenting unrelated products as manufactured by your brand may support a trademark complaint. Document the specific representation, identify the relevant registered mark, and explain the confusion.
Trademark reporting is not a workaround for missing counterfeit evidence. Use it only when the trademark allegation stands on its own.
Walmart states that it forwards trademark claims to the third party before taking action and does not mediate trademark disputes. Prepare for the seller to contest your report.
Consult qualified intellectual property counsel when ownership, lawful resale, or infringement is disputed. Brand protection support does not replace legal advice.
Write a Clear Removal Request
Keep the explanation specific enough for a reviewer unfamiliar with your product.
Identify the rights owner, relevant trademark registration, affected item, and reported seller. Summarize what your investigation established, then connect each conclusion to its supporting evidence.
For a verified counterfeit purchase, explain which product features are inconsistent with authentic manufacturing and how the purchased unit connects to the reported offer.
Request action against the identified infringement. Do not demand removal of legitimate offers merely because they share the product page.
Walmart warns that inaccurate or incomplete information can prevent a claim from being processed.
Track the Decision and Verify Removal
Save the claim number, submission date, evidence package, and correspondence. Assign someone to monitor updates and answer requests for clarification.
Walmart’s public form says status updates arrive by email. It also warns that duplicate claims can increase processing time. Follow up using the existing case details instead of repeatedly submitting the same complaint.
After a response, check the reported offer directly. Distinguish a content change, offer removal, listing removal, and seller-account action in your records.
Walmart’s repeat-infringer policy allows measures including listing removal, suspension, or termination. Those decisions remain Walmart’s, not the reporting brand’s.
If a claim is rejected, review the stated reason. Correct the evidence or classification rather than resubmitting an unchanged allegation.
Watch for Recurrence After a Takedown
Continue checking affected products, seller storefronts, and newly discovered listings using your brand identifiers.
Retain earlier case references, but assess new allegations independently. Similar photographs or wording alone should not establish that two storefronts share an operator.
Track verified removals, unresolved cases, and recurrence, not simply complaint volume. Keep customer-support teams informed so new authenticity reports reach the investigator promptly.
At Brand Alignment, we combine marketplace monitoring, human verification, evidence-based counterfeit and trademark submissions, and reporting to support brands on Walmart.
The goal is not more takedown requests. It is fewer counterfeit offers reaching customers, backed by claims your brand can defend.
Connect with our team to discuss Walmart counterfeit investigations and trademark takedown support.
Take control of your marketplace presence with fast, effective brand protection strategies.
Every day, unauthorized sellers and MAP violations can erode your pricing, reputation, and revenue. Don’t wait for problems to escalate, start enforcing your policies and reclaim your market authority with our proven tools and expert support.
Luis Amor 
