Register a Brand

Updated 1 month ago ​by Merch Transformation Change Management

Registering a brand gives you elevated content ranking so that your content submissions stick for the attributes you own. You can easily view and manage all your brands in one place, and the catalog shows which items you are a brand owner for.

As a brand owner, you can also create a Brand Shop on Walmart.com where customers may easily browse your products and learn more about your brand. Brand Shop is a free, virtual storefront designed to boost your brand awareness, strengthen brand loyalty for existing shoppers, and drive new shoppers to your brand.

Registering a brand is only available for suppliers (i.e., category advisors will not see Brand in the left navigation menu of Item 360).

Register a Brand

  1. In the left navigation menu, click Brand.
  2. If you have not registered any brands yet, click the Register a brand button.
    If you have already registered brands, you can register more by clicking the Register a brand button at the top right corner of the page.
    If you started registering a brand but have not completed registration (i.e., Draft status), click the dots under the Actions column and select Resume registration. Then, skip to Step 6.
  3. Copy and paste the trademark number, which is your 7-digit trademark registration number with the United States Patent and Trademark Office. Then, click the Continue button.
    Need help finding your number? Click the link to the United States Patent and Trademark Office and refer to these instructions.
    1. If the trademark number entered does not match United States Patent and Trademark Office records, try again.
    2. If the trademark number has already been registered with Walmart, click Brand in the page header to view details.
  4. If the trademark number and brand name are found, and there are multiple Supplier IDs associated to it, you will need to select the Supplier IDs that should be linked to the brand so they get all the benefits of brand ownership.
    You will also need to select the associated Supplier ID whose corporate address best matches the address of the owner registered with the United States Patent and Trademark Office.
  5. Click the Continue button.
  6. To complete your brand registration, you need a verification code. We will send this 36-digit code to the email address(es) of the trademark contact(s). Click the Send code now button to generate the code immediately.
    Reach out to the trademark contact(s) to get the 36-digit verification code, and enter the code in Item 360.
    1. The code is valid for 30 days from the date it is sent to the trademark contact(s).
    2. If it has been more than 30 days, click Resend code to generate a new 36-digit code. Reach out to the trademark contact(s) to get the new code.
    3. You have 5 attempts to complete email verification for your brand registration. If you have been unsuccessful or don't know the trademark contact(s), click the Save and Close button to save a draft of your registration. Skip to Continue Without Email Verification.
  7. Click the Submit button.
  8. A confirmation message will appear. Our team will review your submission within 7 business days.

Continue Without Email Verification

If you have used all 5 attempts to complete email verification and been unsuccessful, or you don't know the trademark contact(s) to obtain the code, you can continue without email verification.

Please note that this method will increase the time it takes to register by 14 days.
  1. When viewing your brands, find the brand you want to continue registering (it will have the Draft status). Click the dots under the Actions column and select Continue without email verification.
  2. A confirmation message will appear. Our team will review your submission.

View Your Registered Brands

  1. In the left navigation menu, click Brand.
  2. If you or users who share your 6-digit Supplier ID(s) have already registered brands or started registration, you'll see a list of them by the Brand Name, Trademark Number, Submission Date, Submitted By, Registered Date, and Status. You can take Actions (e.g., Resume registration, Continue without email verification, View my brand items) on a brand.
  3. Click the search bar to search the list by brand name(s).
  4. Or, click All filters to narrow down the list by Trademark number, Registration date (Start Date and End Date), Submitted By, and Status.
    Click the Apply button to apply your selections.

Brand Owner in the Catalog

The Item 360 Catalog will show which items you are the brand owner for. Being the brand owner means your content submissions will stick for the attributes you own.

  1. In the left navigation menu, click Catalog.
  2. Look for the Brand owner tag next to the Product Name on the item cards.
  3. Once you've found the items you are the brand owner for, you can update the product content directly in Item 360. Click the dots at the bottom right corner of the item card, and click Product & Offer Overview.
    Or, you can update product content in bulk. Narrow the list of items to fewer than 5,000 or select individual items using the check box on the item cards. Then, click Export Insights & Edit Content.
    The Product & Offer Overview will show the Brand owner tag next to the Product Name.

Find Your Trademark Number

Your trademark number is your 7-digit trademark registration number with the United States Patent and Trademark Office. Follow the instructions below if you need to find your number.

  1. Go to the United States Patent and Trademark Office website.
  2. Click the Search our trademark database (TESS) button.
  3. Select a search option. For example, select Basic Word Mark Search (New User).
  4. Enter your search term (e.g., Mainstays), and click the Submit Query button.
  5. The records will pull all results matching your search criteria. If the trademark has been registered successfully with the United States Patent and Trademark Office, the 7-digit trademark registration number will show under the Reg. Number column. Click the link under the Word Mark column to view more details about it.
  6. The following fields can help you identify if this is your 7-digit trademark registration number.
    1. Goods and Services
    2. Registration Date
    3. Owner
    If it looks like a match, copy the Registration Number and paste it into Item 360 when registering a brand. If not, go back and try another record. You can also export the search results in a .csv file.

Have Questions About Your Registration?

Please contact Partner Support by following the instructions below.

  1. Select your Supplier Name and ID from the list of options. This will help if you have one user attached to multiple accounts.
  2. Select Walmart Stores (regardless of your actual channel). This ensures that your case will route to the correct support team for Item 360.
  3. Select Items.
  4. Select Brand Ownership.
  5. Review the suggested article(s) for possible solutions. If you don't find a solution for your issue, you can submit a new case ticket.
  6. Provide a detailed description of your issue. Remember to include your trademark registration number with the United States Patent and Trademark Office. Then, click the Submit Case & Upload Files button. 


Was this article helpful?