Selling on Walmart Marketplace is a powerful way to reach millions of customers, but it also comes with strict compliance expectations—especially when it comes to product authenticity. Inauthentic item complaints are among the most serious issues a seller can face, and they can lead to listing suppression, account suspension, or permanent bans if not addressed swiftly and correctly.
In this guide, we’ll break down what Walmart considers “inauthentic items”, how to prevent such complaints, and how to effectively resolve them if they occur.
What Are Inauthentic Item Complaints on Walmart?
An inauthentic item complaint typically arises when a customer, Walmart, or a brand owner believes that the product you sold is counterfeit, unauthorized, or misrepresented in any way.
Common triggers for these complaints include:
Customers receiving products that differ from the listing images or descriptions
Packaging that looks inconsistent or suspicious
Brand owners filing intellectual property (IP) complaints
Invoices or documentation that fail Walmart’s verification checks
Walmart takes brand integrity seriously and investigates all claims of counterfeit or misrepresented products. Sellers found in violation can have listings removed or accounts suspended.
How to Prevent Inauthentic Item Complaints
1. Source from Verified, Reputable Suppliers
Only purchase inventory from authorized distributors, manufacturers, or wholesale partners. Avoid gray market goods, liquidation lots, and unverified resellers.
Pro Tip: Request official supplier letters authorizing you to resell branded products.
2. Keep Detailed Purchase Records
Always maintain copies of invoices, purchase orders, and correspondence with suppliers. Ensure that these documents include:
Supplier name and address
Your business name
Product name, quantity, and model/SKU
Date of purchase
Walmart requires these documents for authenticity verification in the event of a complaint.
3. Avoid Listing Generic Products as Branded
Do not mislabel generic or private-label products with brand names unless you have the right to do so. Misuse of trademarks is a fast track to inauthentic item claims.
4. Use Accurate Images and Product Descriptions
Ensure your product listings reflect exactly what the customer will receive. Misleading product images, mismatched packaging, or poor translations can create doubt—even if your product is authentic.
5. Monitor Customer Feedback
Unusual spikes in negative reviews or returns may signal product concerns. Address any red flags immediately to prevent escalated complaints.
How to Resolve Inauthentic Item Complaints on Walmart
If you receive a Walmart notification about an inauthentic item complaint, follow these steps:
Step 1: Immediately Unpublish the Listing
Remove the listing to prevent further orders while you resolve the issue. This is both a safety and compliance measure.
Step 2: Review the Complaint Details
Go to the Walmart Seller Center > Performance > Infractions tab to review the violation message. Note the product SKU, nature of the complaint, and any deadlines.
Step 3: Gather and Submit Proof of Authenticity
You’ll need to provide strong documentation to prove the product’s authenticity, including:
Valid invoices from suppliers (dated within the past 365 days)
Supplier contact information
Authorization letters if applicable
Product photos showing serial numbers, branding, and packaging
Ensure that the documents are unmodified PDFs or scans—edited or blurry documents may be rejected.
Step 4: Submit a Corrective Action Plan (if required)
Walmart may request a Plan of Action (POA). A strong POA should include:
A summary of the root cause
Steps taken to resolve the issue
Preventative measures to avoid future complaints
Be professional, detailed, and concise.
Step 5: Contact Walmart Seller Support
Submit your case and documentation via the Seller Center, and follow up if needed. Be polite, patient, and persistent.
Consequences of Not Resolving Inauthentic Complaints
Failure to resolve inauthentic item complaints can result in:
Listing suppression or permanent removal
Account suspension or termination
Brand damage and negative seller reviews
Potential legal consequences from IP rights holders
Proactive prevention is far easier—and safer—than trying to fix the fallout later.
Final Thoughts
Walmart inauthentic item complaints are serious—but preventable. By sourcing products responsibly, keeping airtight documentation, and accurately representing listings, you can safeguard your business against false claims and protect your account.
If you’re currently dealing with an inauthentic complaint or want to implement preventive measures, our experienced Walmart Marketplace consultants can help. Contact us today for a personalized compliance review and listing audit.