Walmart seller display name rules (and the Seller Code of Conduct)
Your display name and company description are what shoppers see on Walmart.com. Walmart reviews every change, keeps a history of old names, and has strict rules. Here they are, from the Marketplace Seller Code of Conduct.
Display name and description rules
Required:
- Display name: 3–30 characters.
- Company description: 20–1,000 characters.
- Clear and understandable, with an understandable address.
- In the market’s language — English for the US.
Not allowed:
- “Walmart” or any Walmart brand — Sam’s Club, Sam’s Choice, Member’s Mark, Equate — or look-alikes such as W#lmart;
- references to, comparisons with, or imitations of competitors or other marketplaces;
- wording that suggests a special or exclusive relationship with a brand;
- contact details or personal information — phone numbers, addresses, emails, SSNs;
- special characters, emojis or punctuation (Walmart’s examples: $martDeals!!, Trendy@Home) and gibberish such as aaabbss;
- duplicate names, offensive terms, and system codes such as S/N Record.
You can change your display name or description once every 90 days. Your business name is separate — it must be one you’re legally authorized to use.
Code of Conduct rules that catch sellers out
Breaking the Code can mean removed listings, suspension or termination. Walmart lists, among others:
- Contacting customers outside Seller Center or for anything beyond completing the order and customer service — including marketing texts, emails, letters or calls.
- Raising the price after an order is placed, or charging unfairly high shipping.
- Influencing reviews — your own or a competitor’s.
- Sending an item materially different from what was ordered — no substitutions.
- Diverting customers off Walmart — links, URLs, social handles or promo inserts.
- Account switching or brokering — buying, selling or transferring seller accounts, or using extra accounts to get around restrictions.
- Sharing competitively sensitive information (future prices, promotions, inventory plans) with other sellers.
For contact rules in detail, see Walmart Customer Care Policy. If an account action has already happened, see Walmart seller account suspended.