Walmart introduced a new Brand Manager tab in Seller Center, allowing trusted sellers to request roles as Authorized Resellers or Acting Brand Owners for specific brands. This update makes it easier to manage brand relationships directly within Seller Center and Brand Portal.
How it works
- Submit a request: Sellers can now apply to become an Authorized Reseller or Acting Brand Owner for a registered brand and upload documents (like a letter of authorization or proof of relationship).
- Review and approve: Brand owners can review these requests under the Brand Benefit Request tab in Brand Portal.
- Track updates: Walmart notifies sellers about the decision via email, and updates appear in the new Brand Manager tab.
Authorized Reseller vs. Acting Brand Owner
- Acting Brand Owner – can create brand shops and update product content across the brand.
- Authorized Reseller – can edit item content, but not over an Acting Brand Owner.
Important notes
Before applying, sellers must have the brand registered in the Walmart Brand Portal and already have items for that brand in their catalog. Walmart remains neutral in reseller or supplier disputes — it only facilitates the verification process.
To learn more, read Walmart’s Brand Manager Privileges Guide.
