Marketplace Rules: Know Before Selling

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Key Takeaways

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Introduction

Selling on Amazon or Walmart Marketplace feels like you’re stepping into the big leagues. There’s a ton of money to be made, but the rules? They’re strict, sometimes confusing, and always changing. If you don’t play by the book, both platforms can take down your listings or even kick you out for good.

The big three rules you must master are restricted product policies, invoice requirements, and brand/IP protections. These aren’t just “legal mumbo-jumbo.” They protect buyers, sellers, and the marketplace itself from shady practices, counterfeit goods, or dangerous items.

In this guide, we’ll cover every angle—restricted items you can’t sell, invoices you must keep, and how to avoid brand or IP complaints. With names like FDA, USPTO, and CPSC in the mix, it’s not just marketplace policy—it’s federal law too.

Let’s break it down.

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Restricted Products Policies

Walmart’s restricted products policy requires sellers must know

Walmart Marketplace bans items that could hurt consumers, break U.S. laws, or tarnish the company’s reputation. Think of firearms, tobacco, explosives, or hazardous materials. These rules mirror oversight from the U.S. Consumer Product Safety Commission (CPSC), Federal Trade Commission (FTC), and the Alcohol and Tobacco Tax and Trade Bureau (TTB).

For example, if you try listing an unapproved CBD oil or vape cartridge, Walmart will block it. Sellers who ignore these rules may face suspension or account termination. Unlike some smaller marketplaces, Walmart doesn’t play around—violations can put you on their permanent “do not sell” list.

Always check the official Walmart Prohibited Products Policy in Seller Center. It’s updated regularly. Don’t assume that if an item sells on eBay or a small Shopify store, it’s safe for Walmart. Different platforms have different risk tolerance, and Walmart is stricter on high-liability categories.

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Amazon’s restricted products list and compliance rules

Amazon publishes a massive, ever-changing restricted products list. Categories include dietary supplements, cosmetics, pesticides, medical devices, and even certain electronics. To list some of these, you need prior approval, known as “ungating.”

Agencies like the Food and Drug Administration (FDA), Environmental Protection Agency (EPA), and U.S. Department of Agriculture (USDA) often come into play. For example, selling pesticides without EPA registration can land you in hot water—not just with Amazon, but with the federal government.

Amazon enforces these policies through AI filters and manual audits. If your listing gets flagged, Amazon’s Seller Performance Team might demand invoices, safety certificates, or compliance reports.

Don’t take shortcuts. Even if you’re tempted to list a product without proper clearance, one buyer complaint can trigger a suspension. Always cross-check with Amazon Seller Central’s restricted products guide before hitting publish.

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How to avoid selling restricted items on the Walmart marketplace

The simplest way to avoid trouble on Walmart Marketplace is to do your homework. Use Walmart Seller Center to search the restricted items list. Compare it with U.S. Customs and Border Protection (CBP) import rules to be safe.

Let’s say you’re importing herbal remedies from India. Just because they’re legal there doesn’t mean Walmart allows them. The FDA could classify them as unapproved drugs, which Walmart bans outright.

Another tip: if you’re sourcing from suppliers in China or Pakistan, make sure they provide lab test results and compliance certificates. Walmart may ask for these documents, especially in categories like baby products or health items.

Bottom line: never assume. Always verify. Walmart is protective of its shoppers and brand image, and sellers who cut corners usually regret it.

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Amazon seller policies on restricted categories

Amazon has whole categories that require prior approval. These include grocery items, cosmetics, medical devices, and collectibles. Sellers must submit invoices, compliance documents, and sometimes third-party testing results.

For example, if you want to sell skin cream, Amazon might ask for FDA approval or lab reports showing it meets safety standards. Electronics often require compliance with FCC rules.

Sellers can apply for approval directly through Seller Central. The process varies by category but often involves submitting invoices from trusted distributors, such as Ingram Micro or Tech Data.

Skipping approval or trying to sneak items into restricted categories is a rookie mistake. Amazon’s filters are aggressive, and buyers report suspicious listings quickly. Violating category rules can lead to account suspension or even permanent bans.

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Walmart marketplace prohibited items guide for new sellers

New to Walmart Marketplace? Start by reviewing their prohibited product guide. It covers items you might not expect. Beyond the obvious (weapons, explosives), Walmart also bans ivory products, pirated media, and counterfeit goods.

Walmart’s Trust & Safety team works closely with agencies like the U.S. Fish and Wildlife Service (FWS) and the Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF). This means you can’t just list whatever you want.

As a new seller, focus on categories Walmart favors—household goods, apparel, and electronics from authorized distributors. Don’t take risks on borderline products. One mistake can tank your account before you even get started.

Pro tip: use Walmart’s Restricted Products Matrix (inside Seller Center) to double-check before uploading a listing.

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Amazon restricted products compliance checklist

Here’s a compliance checklist for Amazon sellers:

1. Review Amazon’s restricted product guide monthly.

2. Confirm product legality with agencies like the FDA or EPA.

3. Request approvals via Seller Central.

4. Store all invoices and certificates for at least two years.

5. Join Amazon Seller University to stay updated.

If you’re selling supplements, confirm that your ingredients are FDA-compliant. If you’re listing pesticides, check the EPA registration number. Skipping these steps isn’t worth it.

Remember, Amazon can suspend accounts first and ask questions later. The checklist keeps you one step ahead.

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What happens if you sell restricted products on Amazon or Walmart

Selling restricted products without approval is risky. On Amazon, your listing may be removed immediately. The Seller Performance Team may also send a warning or suspend your account outright.

On Walmart Marketplace, the penalties are similar but can be harsher. Walmart has fewer sellers than Amazon, so it enforces rules aggressively to protect its brand reputation. You may not get a second chance.

Beyond platform penalties, there’s legal risk. Selling an unapproved medical device or pesticide can lead to fines from the FDA or EPA. Worst case? Civil lawsuits are filed if a customer is harmed.

It’s not worth gambling. Always play safely.

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Step-by-step guide to check restricted products before listing

Here’s a step-by-step approach:

1. Search for your product on Amazon Seller Central and Walmart Seller Center.

2. Compare with federal databases like the FDA Approved Drug Products List or EPA Pesticide Registry.

3. If in doubt, contact the platform’s support team.

4. Keep documents handy—test reports, certificates, and invoices.

By following these steps, you’ll save yourself a lot of headaches later.

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Walmart vs Amazon’s restricted product rules compared

While Amazon and Walmart share many rules, they differ in focus. Amazon is tougher on cosmetics, dietary supplements, and medical devices. Walmart is stricter on firearms, alcohol, and hazardous materials.

For example, you may be able to sell certain supplements on Walmart but not on Amazon. On the flip side, Amazon allows some collectibles that Walmart blocks.

Always double-check both policies, especially if you sell on both platforms.

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Common mistakes sellers make with restricted products

Sellers often make these mistakes:

• Ignoring safety certifications.

• Uploading listings without lab test reports.

• Assuming that it sells on eBay, it’s okay on Amazon.

• Not checking updates in Seller Central or Seller Center.

These mistakes can cost you your account. Don’t rush—compliance is as important as sales.

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📊 Table: Restricted Product Categories

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✅ Bullet Points: Quick Compliance Tips

• Use Amazon Seller Central and Walmart Seller Center before listing.

• Verify with the FDA and CPSC for regulated goods.

• Stay clear of gray-market imports.

• Save approval letters in case of audits.

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Invoices & Documentation

Key Invoice Rules on Walmart and Amazon

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Amazon’s Strict Invoice Standards

Amazon takes invoices dead seriously. If you try selling a restricted product without the right docs, your listing can be pulled in minutes. Invoices aren’t just receipts—they’re proof that your items are authentic and legally sourced.

When you send invoices to Amazon Seller Performance, they check every detail. They’ll look at the supplier name, the address, the phone number, and whether that supplier is legit. They’ll also check if your invoice shows the same product that’s listed on your account. Even a mismatch in spelling or unit count can cause problems.

Another key thing is age. Amazon often wants invoices dated within the last 365 days. They want proof you’re sourcing fresh inventory. If you’re trying to ungate categories like topicals, supplements, or grocery, invoices are a must-have.

Real-life example? Sellers who tried to ungate Nike shoes or Johnson & Johnson products without clean invoices often got instant rejections. Amazon isn’t playing games here.

Bottom line: make sure your invoices come from manufacturers or authorized distributors. Forget random wholesale lists from sketchy suppliers—those will get you flagged fast.

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Walmart’s Supplier Verification Process

Walmart Marketplace doesn’t mess around either. They want invoices that tie back to verified suppliers. This means your supplier must be traceable and recognized in the business world. Walmart Compliance Teams often check for supplier legitimacy by reviewing tax IDs, business registrations, and supply chain paperwork.

Unlike Amazon, Walmart doesn’t always set a strict invoice age limit. But they want documents that are current and reflect your actual sales volume. If you’re selling 100 units of Clorox wipes, your invoice better show something close to that.

Walmart will also look for clarity. A blurry, handwritten invoice won’t cut it. They expect digital or printed documents with full details like product name, quantity, purchase date, and supplier contact info. If your invoice looks off, you could get flagged for “insufficient supplier verification.”

Here’s the kicker—Walmart sometimes calls suppliers directly to confirm the purchase. If your supplier denies knowing you, your account could be at risk.

Pro tip: always work with established distributors who understand Walmart’s process. Think Ingram Micro for electronics or McKesson for healthcare products. These big names know the drill and provide invoices that pass checks smoothly.

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Common Mistakes That Lead to Rejections

A lot of sellers get tripped up on invoices, not because they don’t have them, but because they mess up the details. One of the most common issues is using retail receipts instead of invoices. If you think a Target or Costco receipt is enough for Amazon or Walmart, you’re in for a rude awakening.

Another big mistake? Editing invoices. Some sellers try to Photoshop invoices to match product listings. But Amazon and Walmart have advanced tools to detect tampering. If you’re caught, you won’t just lose your listing—you could lose your entire account.

Sellers also forget the importance of matching addresses. If your business address on Seller Central or Walmart Seller Center doesn’t match the one on your invoice, you’re waving a red flag. Even a missing suite number can trigger doubts.

There’s also the issue of quantities. If you’re listing 1,000 units of a product but your invoice shows only 50, marketplaces will reject it. They expect invoices to reflect real inventory flow.

Moral of the story? Always submit legit, detailed, and recent invoices. Don’t cut corners—it’s not worth risking your account.

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Tips for Maintaining Proper Documentation

Want to stay out of trouble with Amazon and Walmart? Keep your documentation airtight. That means creating a system for organizing every invoice, packing slip, and certificate. Cloud-based tools like Dropbox, Google Drive, or Hubdoc can save your bacon when a compliance request hits.

Always ask your suppliers for digital copies. Paper invoices are fine, but scans sometimes look blurry. A clean PDF is way easier to submit. Make sure every doc clearly shows your supplier’s name, date of purchase, product info, and your business name.

Also, don’t wait until you’re under review. Keep a running file of invoices, sorted by product category. If Amazon Seller Performance or Walmart Compliance emails you, you can respond in minutes instead of scrambling for paperwork.

One smart move? Add Certificates of Analysis (COA) for supplements, MSDS sheets for chemicals, or FDA registration docs for health products to your invoice folders. This shows you’re prepared for extra scrutiny.

If you ever switch suppliers, keep old invoices handy. Marketplaces sometimes ask for history on your sourcing. Think of it like keeping tax records—you never know when you’ll need them.

The sellers who stay organized usually sail through compliance checks. The ones who wing it? They’re the ones who end up suspended.

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Invoice & Documentation Bullet Points

• Amazon requires invoices within 365 days; Walmart wants current but flexible.

• Retail receipts from Target or Costco don’t count as invoices.

• Invoices must show the supplier name, the buyer name, the product details, and the purchase date.

• Walmart may call suppliers directly for verification.

• Amazon rejects invoices with mismatched addresses or quantities.

• Editing invoices is a fast track to suspension on both platforms.

• Keep files organized in Dropbox or Google Drive for quick submission.

• Add extra docs like COAs or MSDS sheets for higher-risk categories.

• Always work with authorized distributors like Ingram Micro or McKesson.

• Stay proactive—don’t wait until compliance teams knock.

Brand & Intellectual Property (IP)

Table: Key Brand & IP Compliance Elements

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Protecting Your Brand Identity on Amazon

Selling on Amazon isn’t just about listings—it’s also about your brand identity. A seller without strong brand protection risks knockoffs or hijacked listings. Amazon Brand Registry is the front line here. It lets you prove ownership with a valid USPTO or WIPO-registered trademark. Once in, you unlock tools like A+ Content, automated counterfeit takedowns, and more control over listings.

The Transparency Program goes a step further by adding unique codes to each unit. This stops counterfeiters before items even ship. Think of it like a digital fingerprint for your products. For sellers building a long-term game, these protections are priceless.

One real-life example: a small skincare brand joined the Amazon Brand Registry after seeing duplicates of its listing. Within a week, Amazon’s system took down five counterfeit listings automatically. That’s the power of identity protection.

Bottom line? If you’re serious about scaling on Amazon, brand identity tools aren’t optional. They’re insurance for your business future.

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Protecting Your Brand Identity on Walmart

While Walmart Marketplace is smaller than Amazon, it’s growing fast—and brand protection matters just as much. Walmart runs the Brand Portal, a tool for verified trademark holders. With it, you can report counterfeit or IP violations directly, and Walmart’s Trust & Safety team responds quickly.

Registering your brand also builds customer trust. Buyers at Walmart often compare products side by side. A verified brand logo signals that you’re legit. Pair this with Walmart’s Pro Seller Badge, and you instantly stand out.

For global brands, Walmart aligns with the USPTO and WIPO. You’ll need a valid trademark, but once registered, you gain long-term protection. Walmart even blocks certain restricted keywords automatically if they match registered IP claims.

An example? A fitness brand faced multiple hijacked listings from overseas sellers. Once enrolled in the Walmart Brand Portal, the seller filed claims, and Walmart removed the violators within 48 hours.

In short, Walmart brand tools may not be flashy, but they’re strong shields for protecting your digital storefront.

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Trademark Registration for Brand Owners

If you don’t own a registered trademark, you’re vulnerable on both Amazon and Walmart. A trademark from the USPTO or WIPO proves your legal right to the brand. Without it, counterfeiters can outmaneuver you by claiming ownership first.

Registering a trademark may take months, but you can start selling while the application is pending if you file through the USPTO’s TEAS system. Once approved, you can join programs like Amazon Brand Registry or the Walmart Brand Portal.

Costs can range from $250 to $400 per class with the USPTO, but consider it an investment. Without one, sellers risk takedowns, blocked listings, or even lawsuits.

Pro tip: Don’t skip global markets. If you plan to expand, file with the EUIPO or WIPO. Protecting your brand worldwide is easier when you start early.

Think of trademarks as your passport to brand protection. No passport, no travel. No trademark, no defense.

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Copyright and Content Rights

Photos, product descriptions, and A+ content all fall under copyright. Sellers often overlook this, but both Amazon and Walmart enforce the Digital Millennium Copyright Act (DMCA).

Say you hire a photographer and use their images without a written agreement. That photographer could file a DMCA complaint, and your listing could be taken down. Same goes if you copy competitor text or videos.

On the flip side, copyright protects you, too. If someone lifts your A+ content or brand videos, you can file a DMCA notice through Amazon’s Report Infringement tool or Walmart’s Trust & Safety team.

Here’s a real example: a toy company found its product photos on another Amazon listing. With one DMCA claim, Amazon removed the infringer in under 48 hours.

Bottom line? Respect copyrights, secure usage rights upfront, and always keep proof handy. It saves you from nasty surprises.

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Counterfeit Products and Unauthorized Sellers

Few things hurt trust faster than counterfeit goods. Both Amazon and Walmart use strict counterfeit prevention programs. Amazon’s Transparency Program labels each unit with a scannable code. Walmart’s Pro Seller verification weeds out shady accounts.

Still, unauthorized sellers slip through. These sellers often buy your items wholesale, then undercut your price. While not always illegal, it damages your brand and can trigger MAP (Minimum Advertised Price) issues.

What’s the move? First, monitor listings weekly. Tools like Helium 10 or Amazon’s Brand Dashboard help. Second, enforce distribution agreements. If you only sell through authorized wholesalers, you’ll have more power in disputes.

Amazon takes down sellers proven to move counterfeit stock, especially if you’re in Brand Registry. Walmart, on the other hand, shuts down violators through its Trust & Safety division.

In plain English: Protect your turf, or someone else will eat your lunch.

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Filing an IP Complaint

If you spot infringement, don’t panic. Both Amazon and Walmart have built-in IP complaint systems. On Amazon, use the Report Infringement tool under Brand Registry. Walmart runs its IP reporting portal through the Brand Portal.

You’ll need evidence: a trademark certificate, photos, invoices, or a DMCA claim. Once filed, both platforms usually respond in 24–72 hours.

One seller case study: a small electronics brand reported a hijacker on Amazon. The brand filed a complaint with its USPTO registration. Amazon pulled the hijacked listing in two days.

The secret sauce? Be detailed. Include proof of ownership, proof of violation, and clear contact info. Platforms like Amazon and Walmart deal with thousands of claims daily—make yours easy to verify.

Pro tip: Don’t abuse these tools. False claims can backfire, even leading to account suspension.

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Global Brand Protection Strategies

Selling beyond U.S. borders? Then, global brand protection is non-negotiable. Both Amazon Global Selling and Walmart International expose your brand to buyers worldwide—but also to more counterfeit risks.

Start with WIPO’s Madrid System. It lets you file one application that covers multiple countries. Pair that with EUIPO for Europe and CNIPA for China if you plan to expand there.

Also, lean on customs. U.S. Customs and Border Protection (CBP) lets you record trademarks so counterfeit imports are stopped at the border. That’s a game-changer if you’ve been hit with cheap knockoffs.

Global monitoring tools, like MarkMonitor or Red Points, also track online marketplaces, flagging counterfeits quickly.

Example: a U.S. shoe company registered with CBP and WIPO. Within months, customs seized a shipment of counterfeit sneakers before they reached stores.

The takeaway? Think globally, act early. International IP protection saves you money and headaches down the road.

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Bullet Points: Brand/IP Best Practices

• Register your trademark with the USPTO or WIPO early.

• Enroll in Amazon Brand Registry and Walmart Brand Portal for protection.

• Use the Transparency Program or similar anti-counterfeit tools.

• File DMCA notices if your content is copied.

• Monitor for unauthorized sellers weekly.

• Record trademarks with CBP for border protection.

• Always keep invoices, certificates, and proof of ownership handy.

Conclusion: Staying Ahead With Walmart & Amazon Policies

Selling on Amazon and Walmart Marketplace is like playing in the big leagues. You need to know the rules of the game—or risk getting benched. From restricted products to invoices to brand and IP protection, each piece connects to the bigger picture: trust, compliance, and long-term growth.

If you skip learning these policies, you may deal with painful outcomes—like sudden account suspension, listing removals, or even legal headaches. But if you master them, you set yourself up for smooth scaling, less stress, and stronger relationships with customers. Think of it like tightening the bolts on a car—you might not see it every day, but it keeps everything running safe and steady.

The bottom line: staying informed isn’t optional. It’s survival.

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📊 Final Takeaways for Policies You Must Know

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🚀 Action Steps for Sellers

• ✅ Audit your current listings on Amazon and Walmart for restricted items.

• ✅ Collect and organize invoices from verified suppliers—keep them digital and handy.

• ✅ Apply for Brand Registry on Amazon and set up IP tools for Walmart.

• ✅ Stay updated by following seller forums, policy pages, and newsletters.

• ✅ Act fast on compliance alerts to avoid escalation.

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Call to Action: Take Control Before It Controls You

Selling on Walmart and Amazon can feel overwhelming with all the policies, rules, and updates. But here’s the thing: the sellers who win big are the ones who take this seriously.

👉 Don’t wait until you’re hit with a policy violation.
👉 Don’t wait until you’re locked out of your account.

Start building your compliance system today. Check your restricted product list, line up your invoices, and lock down your brand/IP.

Remember: success loves preparation. The earlier you handle compliance, the smoother your journey will be.

So—are you ready to take the driver’s seat in your Amazon and Walmart business? The road is wide open, but the rules of the road are non-negotiable. Play smart, sell safe, and build something that lasts.