Walmart has just announced a major Marketplace update that’s reshaping how brand owners and resellers interact on the platform. The retail giant introduced new features – the Brand Manager tab in Seller Center and the Brand Benefit Request tab in Brand Portal – that give sellers and brand owners more control, transparency, and collaboration than ever before.
Why This Update Matters
For Brand Owners
- More control over your brand: You can now directly approve or deny which sellers are authorized to sell your products on Walmart.com.
- Stronger brand protection: This new process helps reduce unauthorized listings and protects your brand’s reputation.
- Simplified management: Everything – from reseller applications to approvals – happens inside Walmart’s Brand Portal, cutting out manual review processes.
For Resellers
- Transparency and legitimacy: Sellers can now prove their authorization directly within Walmart’s system.
- Better business opportunities: Verified resellers may gain stronger relationships with brands and access to exclusive listings.
- Boosted buyer confidence: Being labeled as an “Authorized Reseller” can enhance credibility and improve Buy Box performance.
In short, this update brings long-awaited clarity and structure to brand-seller relationships on Walmart Marketplace.
The Big News: Brand Manager and Brand Benefit Requests
Walmart’s latest update introduces two key tools designed to streamline brand authorization:
- Brand Manager Tab (Seller Center): Trusted sellers can now apply to become an Authorized Reseller or an Acting Brand Owner for registered brands.
- Brand Benefit Request Tab (Brand Portal): Brand owners can now review, approve, or deny reseller applications directly within the Brand Portal.
This move strengthens trust within Walmart’s ecosystem, allowing brands to manage relationships in-platform instead of through third-party verification or manual outreach.
How the New Process Works
Here’s a breakdown of how the new authorization workflow operates:
- Sellers Apply: In Seller Center, the seller selects the brand they want authorization for and applies for either Authorized Reseller or Acting Brand Owner status.
- Upload Documentation: Sellers must provide proof of their relationship with the brand – like a letter of authorization or distribution agreement.
- Brand Review: The brand owner reviews these requests in the Brand Benefit Request tab of Brand Portal and decides whether to approve or deny.
- Notifications and Tracking: Sellers are notified by email once a decision is made and can track their status in the Brand Manager tab.
What Sellers Should Know Before Applying
Before you request reseller privileges, make sure that:
- The item is already set up in your Walmart catalog.
- The brand is registered in Walmart’s Brand Portal.
- You have supporting documentation ready to upload (such as a letter of authorization).
A quick note: Walmart continues to use a unified catalog system, which means multiple resellers can sell under the same product listing. The company remains neutral in disputes between suppliers and resellers and won’t mediate authorization disagreements.
Final Thoughts
Walmart’s new Brand Manager tools represent a big step forward in marketplace integrity and transparency. For brand owners, it’s a powerful way to safeguard intellectual property. For resellers, it’s a chance to stand out as a verified, trusted partner.
If you sell on Walmart Marketplace, now’s the time to explore these features. Visit your Seller Center → Growth → Brand Manager to get started and apply for brand privileges today.