Walmart has begun removing third-party listings in the Beauty and Personal Care categories from its marketplace. Thousands of products were delisted without warning, even those held in Walmart Fulfillment Services (WFS), as part of a sudden enforcement shift. The company is now restricting these categories to brand owners and authorized distributors only.
What Changed
Walmart updated its Prohibited Products Policy, quietly enforcing stricter rules around who can sell beauty and personal care items. Many sellers reported waking up to find hundreds or even thousands of listings removed. These changes have been implemented with little to no prior notice, catching sellers off guard.
Moving forward, only sellers who are either the brand owner or can prove they are an authorized distributor will be allowed to list in these categories. Even then, approval is not guaranteed. Sellers must now pass a detailed vetting process that requires extensive documentation.
What Walmart is Looking For
To remain eligible, sellers need to show:
- Experience in beauty or personal care product sales
- Clear proof of supply chain such as invoices from the brand or distributor
- FDA registrations for applicable products (MOCRA, NDC, or 510(k))
- Brand authorization letters
- Third-party lab testing or substantiation for any product claims
Walmart is using AI to monitor for IP infringement, false claims like "Made in USA" labels, and other violations in real time.
Seller Backlash
Many sellers are frustrated by the lack of notice and the speed of enforcement. One seller reported over 1,700 listings removed overnight. Others say they’ve submitted all necessary documentation but are still being denied.
The consensus from the Walmart seller community is that this policy disproportionately affects smaller sellers who operate legally but without direct brand relationships. It has also caused concern for sellers with stranded inventory sitting in WFS facilities.
What This Means for Brands and CoreTrex Clients
This move further signals that Walmart is tightening control over marketplace integrity. For CoreTrex clients and other agencies, there are both risks and opportunities.
Now is the time to:
- Audit any beauty and personal care products to confirm they meet the new requirements
- Gather and organize brand authorization documents, invoices, and compliance paperwork
- Evaluate whether existing inventory in WFS needs to be removed or redirected
- Shift away from gray-market or arbitrage strategies and focus on direct brand relationships
- Prepare for similar enforcement in other categories like supplements, toys, and baby consumables
Final Thoughts
Walmart is making it clear that only verified and compliant sellers will be allowed to operate in sensitive categories moving forward. While the rollout has been messy and abrupt, it’s also a chance for legitimate brands and partners to rise above the noise. Agencies that help clients navigate compliance, build direct brand partnerships, and stay ahead of these changes will be positioned to thrive.
If you’re unsure whether your products are at risk, or if you need help gathering compliance documents, CoreTrex is here to help you navigate the evolving landscape on Walmart.com.
