Module 2 · Lesson 2
Registering Your Brand
What you’ll learn
- Which ad formats need brand registration — and which don’t
- What the Walmart Brand Portal is and who’s eligible
- What registration unlocks beyond ads
- What to do if you’re a reseller, not the brand owner
Some of Walmart’s best ad formats are gated behind one step: registering as a brand owner. Whether you need it depends entirely on what you sell and who owns the brand.
Who needs it — and who doesn’t
Here’s the split that decides your path:
No registration needed
Sponsored Products — the core keyword search ad. Any eligible seller can run it. This is why the course starts here.
Registration required
Sponsored Brands and Sponsored Videos — premium placements available to marketplace brand owners registered with the Walmart Brand Portal.
Don’t let this block you
If you’re not brand-registered yet, you can still start advertising today with Sponsored Products. Registration unlocks more formats later — it isn’t a gate on getting started.
What the Brand Portal is
The Walmart Brand Portal is where Walmart recognises you as the legitimate owner of a brand. To register, you generally need to actually own the brand — typically backed by a registered trademark — not simply resell someone else’s products. Registration verifies that relationship.
What it unlocks (beyond ads)
Brand registration isn’t only about ad formats. It opens up brand-owner tools that make your other campaigns work harder:
- Sponsored Brands & Sponsored Videos — the premium search placements.
- Brand Shop — a free, customisable storefront on Walmart.com where shoppers browse your full catalogue (and where your Sponsored Brands traffic can land).
- Brand-owner analytics and protection features that help you manage how your brand shows up.
If you’re a reseller
Plenty of successful Walmart sellers don’t own a brand — they resell. If that’s you, you’re not shut out. You can build a strong business on Sponsored Products alone, focusing on the products where you win the Buy Box. Just know that Sponsored Brands and Videos won’t be available unless you also own and register a brand.
Your action step
Decide which path is yours. Brand owner? Start the Brand Portal registration now so it’s ready when you reach Module 4. Reseller? Skip it and put your energy into listing quality for Sponsored Products (next lesson).
Quick recap
- Sponsored Products needs no brand registration — anyone eligible can run it.
- Sponsored Brands and Sponsored Videos require Walmart Brand Portal registration.
- Registration also unlocks your free Brand Shop and brand-owner analytics.
- Resellers can still build a full business on Sponsored Products alone.