2025 Enforcement Overview
Walmart has significantly strengthened its Trust & Safety enforcement framework in 2025, implementing a multi-layered system with zero tolerance for bad actors. The marketplace has invested heavily in sophisticated AI algorithms and rapid response capabilities, enabling their Trust & Safety team to investigate and address violations more quickly and accurately than ever before.
Key Changes This Year
The 2025 updates represent the most comprehensive overhaul of Walmart's marketplace policies since its major expansion in 2020:
Enhanced AI Monitoring: Walmart now uses advanced machine learning models that can automatically flag products for policy violations, sometimes leading to sudden removals or suspensions that require careful appeals to resolve.
Faster Enforcement: Response times for violations have decreased from days to hours, with some automated actions happening in real-time.
Stricter Vetting: New seller onboarding now includes enhanced identity and business verification with ongoing compliance reviews throughout the seller lifecycle.
Expanded Violation Scope: The definition of Trust & Safety violations has broadened to include more subtle forms of policy breaches, including pricing manipulations and listing quality issues.
The New Reality for Sellers
In 2025, Walmart Marketplace operates on a "trust but verify" principle with continuous monitoring. Every aspect of your seller account is under scrutiny: - Product listings are scanned multiple times daily - Pricing algorithms detect unusual patterns - Customer feedback is analyzed by AI for red flags - Shipping performance is tracked in real-time - Return rates are benchmarked against category averages
This comprehensive monitoring means that violations that might have gone unnoticed in previous years are now caught and actioned swiftly.
AI-Powered Monitoring Systems
Walmart's investment in artificial intelligence has revolutionized how they detect and prevent marketplace violations. Understanding how these systems work is crucial for maintaining compliance.
How the AI System Functions
Real-Time Listing Analysis The AI system performs continuous scans of all active listings, checking for: - Prohibited keywords and phrases - Image compliance with category requirements - Price anomalies compared to market rates - Description accuracy and completeness - Trademark and copyright infringements
Behavioral Pattern Recognition The system identifies suspicious patterns including: - Sudden changes in pricing strategies - Unusual inventory level fluctuations - Abnormal order cancellation patterns - Suspicious review accumulation rates - Geographic anomalies in shipping patterns
Cross-Platform Detection Walmart's AI now cross-references data from multiple sources: - Comparing listings across different marketplaces - Checking seller information against public databases - Verifying product authenticity through manufacturer databases - Analyzing supplier relationships and documentation
Common AI Triggers to Avoid
1. Keyword Stuffing The AI is highly sensitive to: - Excessive repetition of keywords - Hidden text in white or tiny fonts - Irrelevant popular search terms - Competitor brand names in your listings
2. Image Violations Automated image analysis flags: - Watermarks or promotional text - Low-quality or pixelated images - Images that don't match product descriptions - Copyright-protected imagery
3. Pricing Irregularities The system detects: - Price changes exceeding 50% in 24 hours - Prices significantly above or below market value - Shipping costs that seem inflated - Bundle pricing that appears deceptive
Three Violation Categories
Walmart classifies Trust & Safety violations into three distinct categories, each with different severity levels and consequences.
Category 1: Regulatory Compliance
This category covers products and practices that violate laws or regulations.
Examples Include: - Prohibited Products: Gambling devices, prescription medications, illegal drugs, weapons - Age-Restricted Items: Improperly listed alcohol, tobacco products, adult content - Regulated Goods: Medical devices without FDA approval, pesticides without EPA registration - Import Violations: Products that violate customs regulations or trade agreements
Consequences: - Immediate listing removal - Account suspension pending investigation - Potential permanent ban for severe violations - Possible legal action and reporting to authorities
Appeal Likelihood: Low - Regulatory violations are rarely overturned unless clear error is demonstrated
Category 2: Offensive Products
This category addresses items that violate Walmart's community standards and values.
Examples Include: - Discriminatory Content: Products promoting hate or discrimination based on race, religion, gender, etc. - Violent Content: Items glorifying or promoting violence - Inappropriate Content: Adult content, profanity in listings, offensive imagery - Controversial Items: Products that could damage Walmart's brand reputation
Consequences: - Listing removal with warning - Account restriction for repeated violations - Required sensitivity training - Enhanced monitoring of future listings
Appeal Likelihood: Moderate - Successful appeals require demonstrating misunderstanding or unintentional violation
Category 3: Intellectual Property
This category protects brand owners and prevents counterfeiting.
Examples Include: - Counterfeit Products: Fake branded merchandise - Trademark Violations: Unauthorized use of brand names or logos - Copyright Infringement: Using protected images, text, or designs - Patent Violations: Selling products that infringe on patents
Consequences: - Immediate listing suspension - Account freeze pending investigation - Required documentation of authenticity - Potential permanent ban for repeat offenders
Appeal Likelihood: Moderate to High - With proper documentation proving authenticity or authorization
Section 5 Terminations
Section 5 violations represent the most severe form of Trust & Safety enforcement, often resulting in immediate and permanent account termination.
Understanding Section 5
Section 5 of Walmart's Retailer Agreement gives Walmart broad discretion to terminate accounts that pose risks to the marketplace. The dreaded message reads:
"Due to a violation of the terms of the Retailer Agreement, including section 5, Walmart terminates the Agreement and participation in the Walmart Marketplace. Seller accounts and product listings are deactivated effective immediately, and no appeals are accepted for this matter."
What Triggers Section 5
Severe First-Time Violations: - Selling dangerous or recalled products - Clear counterfeit operations - Identity fraud or fake documentation - Criminal activity suspicion
Pattern Violations: - Multiple Trust & Safety violations within 90 days - Ignoring previous warnings or restrictions - Attempting to circumvent previous suspensions - Creating multiple accounts after suspension
Operational Failures: - Consistent failure to meet performance standards - Excessive customer complaints about product quality - Pattern of not fulfilling orders - Fraudulent activity or payment manipulation
The Section 5 Reality
No Appeal Process: Unlike other violations, Section 5 terminations explicitly state "no appeals are accepted"
Immediate Effect: Account access is revoked instantly, listings are removed, and pending payments may be held
Permanent Record: Section 5 terminations are permanent and prevent future account creation
Limited Options: Legal action or executive escalation are often the only recourses
Attempting Recovery from Section 5
While Walmart states no appeals are accepted, some sellers have achieved reinstatement through:
1. Executive Escalation - Direct letters to Walmart's C-suite executives - Detailed explanation of any misunderstandings - Comprehensive compliance plan - Professional legal representation
2. Legal Action - Arbitration as specified in the Retailer Agreement - Small claims court for held funds - Consultation with e-commerce attorneys - Demand letters from legal counsel
3. Complete Business Restructuring - Waiting 12-18 months - Forming new legal entity - Implementing robust compliance systems - Applying with full disclosure of previous issues
The Appeal Process
For violations that allow appeals, Walmart has a structured but challenging process that requires careful preparation and execution.
Step 1: Understanding Your Violation
Initial Assessment (Hours 0-24) - Read the violation notice carefully - every word matters - Identify the specific policy violated - Determine the violation category - Check if appeals are permitted - Note any deadlines for response
Documentation Gathering (Hours 24-48) - Screenshot all relevant listings - Compile order history related to violation - Gather supplier documentation - Collect any correspondence with Walmart - Document your current business processes
Step 2: Crafting Your Business Plan of Action (BPOA)
Walmart requires a detailed BPOA that addresses:
Root Cause Analysis - Demonstrate understanding of what went wrong - Show investigation into how it happened - Accept responsibility without excuses - Identify all contributing factors
Corrective Actions - List specific steps already taken - Provide evidence of implementation - Show immediate compliance - Include timelines for all actions
Preventive Measures - Detail long-term solutions - Describe new processes and procedures - Explain monitoring and audit plans - Show investment in compliance
Sample BPOA Structure:
Subject: Business Plan of Action - [Seller Name] - Case #[Number]Executive Summary
- Brief overview of violation
- Acceptance of responsibility
- Commitment to complianceRoot Cause Analysis
- Detailed investigation findings
- Specific factors that led to violation
- Timeline of eventsImmediate Corrective Actions
- Steps taken within 24 hours
- Evidence of compliance
- Customer remediation if applicableLong-term Preventive Measures
- New SOPs implemented
- Training programs initiated
- Technology solutions deployed
- Audit schedules establishedSupporting Documentation
- List of attached evidence
- Relevance of each documentClosing Statement
- Reaffirmation of commitment
- Request for reinstatement
- Contact information
Step 3: Submission Process
Via Seller Center:
Via Support Ticket:
Step 4: Follow-Up Protocol
Timeline Expectations: - Acknowledgment: 24-48 hours - Initial Review: 3-7 business days - Decision: 7-14 business days - Complex cases: Up to 30 days
Professional Follow-Up: - Day 7: Polite status inquiry if no response - Day 14: Escalation request with additional information - Day 21: Executive escalation consideration - Day 30: Legal consultation if no resolution
Performance Standards
Beyond Trust & Safety violations, Walmart enforces strict performance standards that can lead to suspension if not maintained.
Key Performance Indicators (KPIs)
On-Time Delivery Rate (OTD) - Requirement: ≥95% - Measured: Rolling 30-day period - Impact: Critical for account health - Tips: Use reliable carriers, accurate processing times
Order Cancellation Rate - Requirement: <2% - Measured: Rolling 30-day period - Impact: High weight in account evaluation - Tips: Accurate inventory management, realistic capabilities
Valid Tracking Rate - Requirement: ≥99% - Measured: All shipped orders - Impact: Affects delivery metrics - Tips: Automated tracking upload, carrier integration
Customer Response Time - Requirement: <24 hours - Measured: Business days - Impact: Customer satisfaction scores - Tips: Automated responses, dedicated support
Return and Refund Rate - Benchmark: Category-specific (typically <10%) - Measured: Rolling 90-day period - Impact: Quality and accuracy assessment - Tips: Accurate descriptions, quality control
Performance Improvement Plans
When metrics fall below standards:
Warning Phase (Days 1-7) - Email notification of substandard performance - Specific metrics identified - Improvement timeline provided - Resources and suggestions offered
Probation Phase (Days 8-30) - Required performance improvement plan submission - Daily monitoring implemented - Limited ability to create new listings - Support team assistance available
Suspension Risk (Days 31+) - Final warning issued - Account suspension imminent - Emergency corrective actions required - Professional help recommended
Staying Compliant in 2025
Proactive compliance is the best defense against Trust & Safety violations.
Daily Compliance Checklist
Morning Review (15 minutes) - Check account health dashboard - Review any new Walmart communications - Verify all listings are active - Monitor competitive landscape - Check for policy updates
Midday Operations (Ongoing) - Process orders within SLA - Respond to customer messages - Update inventory levels - Monitor pricing competitiveness - Review return requests
Evening Audit (30 minutes) - Review day's performance metrics - Check for any violations or warnings - Verify tracking uploads - Plan next day's operations - Document any issues
Weekly Compliance Review
Monday: Performance Analysis - Review all KPIs - Identify trending issues - Plan improvements - Set weekly goals
Wednesday: Listing Audit - Random sample 10% of listings - Verify compliance with policies - Update any outdated information - Check image quality
Friday: Documentation Review - Organize supplier invoices - Update business documentation - Review team training records - Prepare compliance reports
Monthly Deep Dive
Comprehensive Audit: - Full listing review - Supplier verification - Policy update training - Competitive analysis - Strategic planning
Risk Assessment: - Identify potential violations - Review customer complaints - Analyze return reasons - Evaluate supplier reliability
Building a Compliance Culture
Team Training - Monthly policy updates - Role-specific training - Compliance incentives - Regular testing
Technology Investment - Listing management software - Inventory tracking systems - Automated repricing tools - Compliance monitoring platforms
Documentation Excellence - Digital filing system - Invoice management - Supplier agreements - Training records
Proactive Strategies
1. Over-Compliance Exceed minimum requirements by: - Maintaining KPIs 10% above minimums - Responding to customers in <12 hours - Shipping same day when possible - Processing returns immediately
2. Relationship Building - Develop rapport with Seller Support - Join Walmart Seller forums - Attend Walmart Seller Summit - Network with successful sellers
3. Continuous Improvement - Regular policy education - Process optimization - Technology adoption - Customer feedback integration
Conclusion
Walmart's 2025 Trust & Safety enforcement represents a new era of marketplace management. The combination of AI-powered monitoring, swift enforcement, and strict performance standards creates a challenging but fair environment for legitimate sellers.
Key takeaways for success:
1. Take Violations Seriously: Every violation, no matter how minor, should be addressed immediately and comprehensively.
2. Invest in Compliance: The cost of compliance tools and training is minimal compared to the cost of suspension.
3. Document Everything: Maintain impeccable records of all business operations, supplier relationships, and customer interactions.
4. Stay Informed: Policy changes happen frequently. Make policy review a regular part of your routine.
5. Be Proactive: Don't wait for problems to arise. Implement robust compliance measures before they're needed.
6. Seek Help When Needed: Professional assistance can be invaluable for serious violations or complex appeals.
Remember, Walmart wants successful, compliant sellers on their marketplace. By understanding and adhering to their Trust & Safety policies, you can build a thriving, sustainable business while avoiding the pitfalls that lead to suspension or termination.
The sellers who thrive in 2025 will be those who view compliance not as a burden, but as a competitive advantage that builds trust with both Walmart and customers.
About Jennifer Lee
Expert in marketplace reinstatement and compliance with over 10 years of experience helping sellers recover their accounts and build sustainable businesses.