Who Is Eligible for Walmart Sponsored Brands?
Walmart Sponsored Brands is a brand‑owner‑only advertising solution available through Walmart Connect.
Eligible Advertisers
Walmart First‑Party Suppliers (1P)
Walmart suppliers selling directly to Walmart are eligible to advertise with Sponsored Brands.
Walmart Marketplace Sellers (3P)
Marketplace sellers must be verified brand owners to access Sponsored Brands. Brand ownership is confirmed through Walmart’s Brand Portal.
What Qualifies as a Brand Owner?
A Marketplace seller is considered a brand owner if they are either:
The trademark rights owner with an active USPTO‑registered trademark approved in the Walmart Brand Portal, or
An Acting Brand Owner granted brand and advertising privileges by the trademark owner
Users with claim‑only or reporting access are not eligible to advertise.
Marketplace Eligibility Requirements
To advertise using Sponsored Brands, Marketplace brand owners must:
Be based in the U.S., UK, China, Hong Kong, or India (approval required)
Own an active USPTO‑registered trademark
Be successfully onboarded to the Walmart Brand Portal
Marketplace Eligibility Requirements (Additional Considerations)
In addition to brand ownership and Brand Portal approval, Marketplace sellers must meet the following requirements to advertise using Sponsored Brands:
The Walmart Marketplace seller account must be active and in good standing, with no unresolved enforcement actions
Advertised products must meet Walmart’s retail readiness standards, including being published, in stock, and Buy Box–eligible
Brand names used in Seller Center listings must match the approved trademark and Brand Portal registration
The advertising user must be assigned the Trademark Rights Owner or Acting Brand Owner role; authorized resellers and claim‑only users are not eligible
All campaigns must comply with Walmart Connect advertising policies and applicable category restrictions
Recommendation Summary
✅ Account in good standing
✅ Retail readiness requirements
✅ Role‑based access clarification
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