How do you enroll in Walmart's BIR?

Submit trademark registration documents plus authorized-seller designation (for resellers) through Walmart's Brand Portal. Brands enroll directly; sellers enroll as authorized representatives with written brand consent.

What does Walmart BIR control?

Product titles, images, key product attributes, bullet point content, and the ability to submit enforcement reports. It does not grant pricing control — that stays with individual sellers subject to price-parity rules.

Is Walmart BIR the same as Amazon Brand Registry?

Structurally similar (trademark-gated brand controls + enforcement pipeline) but operationally different — enrollment takes longer at Walmart, enforcement response is slower, and feature coverage is narrower than Amazon Brand Registry 2.0.

Walmart BIR (Brand/Item Registry)

The Walmart Brand/Item Registry (BIR) is Walmart Marketplace's brand-protection program, letting verified brand owners and authorized sellers report counterfeit listings, control key product attributes, and enforce against policy violations on Walmart.com.

In depth

BIR enrollment requires trademark registration evidence and authorized-seller designation from the brand. Enrolled brands can control product titles, images, and key attributes across all sellers on their listings. Authorized sellers can report counterfeit listings and rogue price-parity violations for accelerated takedown. Walmart's BIR is conceptually similar to Amazon's Brand Registry 2.0 but uses a different enrollment pipeline and different enforcement response times.

Why this matters for Walmart sellers

For Walmart sellers sourcing brand-direct, BIR membership (or designated authorization from the brand) protects the reseller's listing from unauthorized sellers with inferior inventory. Brand-direct sourcing through Catalist means authorization status is verified at the order level — the BIR pathway stays open.

Related Walmart Pages

FAQ

How do you enroll in Walmart's BIR?: Submit trademark registration documents plus authorized-seller designation (for resellers) through Walmart's Brand Portal. Brands enroll directly; sellers enroll as authorized representatives with written brand consent.
What does Walmart BIR control?: Product titles, images, key product attributes, bullet point content, and the ability to submit enforcement reports. It does not grant pricing control — that stays with individual sellers subject to price-parity rules.
Is Walmart BIR the same as Amazon Brand Registry?: Structurally similar (trademark-gated brand controls + enforcement pipeline) but operationally different — enrollment takes longer at Walmart, enforcement response is slower, and feature coverage is narrower than Amazon Brand Registry 2.0.

Why Catalist

Tired of price-parity penalties, item-setup rejections, and unverified documentation packets? Catalist is an AI-native B2B marketplace built for professional buyers. Brand-direct relationships, verified documentation, and enterprise-grade catalog access — engineered for operators who move inventory fast.

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