seller
- What changed
- Suspension for Seller Center accounts inactive 455 days
- When
- Posted October 22, 2026
- Who it affects
- Walmart Marketplace sellers with dormant or secondary accounts
- What to do
- Log in, confirm contact details and decide on dormant accounts
Key takeaways
- Seller Center accounts inactive for 455 consecutive days may be suspended.
- Walmart warns by email and SMS first; appeals are due within 90 days.
- Brand Highlights and Search themes launched the same week.
Walmart's inactive account rule
What Walmart announced
Walmart's release notes say accounts inactive for 455 consecutive days may be suspended under its Trust and Safety policy. The stated aim is to keep accounts active and secure and lower the risk that abandoned accounts are compromised. Walmart will send email and SMS notifications before any suspension.
The appeal window is 90 days
If an account is suspended for inactivity, the seller can submit an appeal within 90 days to request reactivation. Accounts suspended without a resolved appeal may be terminated. Walmart links the change to its Trust and Safety policy guide on Marketplace Learn, which is the page to read before appealing.
Who should pay attention
Most active sellers will never hit 455 days without activity. The sellers at risk are brands that opened a Walmart account and paused, sellers who keep a second account for a different brand or region, and agencies or family businesses where the person who opened the account has left. A missed email or an outdated phone number is the real danger, because the warning is the only chance to act before suspension.
Walmart's Trust and Safety policy page defines a dormant account as one inactive for 455 consecutive days, and counts sales, Seller Center logins and API usage through the Developer Portal as activity. Anything else does not count. If you plan to keep an account quiet on purpose, a regular login is the simplest way to keep it active.
- Paused brands waiting to relaunch
- Secondary accounts for other brands
- Accounts tied to former employees' emails
- Sellers who closed operations but never closed the account
Also new: Brand Highlights
On October 19 Walmart released Brand Highlights. Eligible brand owners can add images, videos and text to product detail pages through Seller Center and apply the content to up to 500 items at once. It is a quick way to add brand content across a catalog before Black Friday, and it works alongside the item content covered in our Walmart listing optimization guide.
Walmart Seller Center updates this week
Brand Highlights for up to 500 items
Search themes in Search insights
Inactive account suspension policy
Also new: Search themes
On October 21 Walmart added Search themes to Search insights. It groups related customer searches by shared need, and the All search themes page shows keywords, frequency ranks, trending queries and top competing items. For advertisers, that is a fresh source of keyword ideas for Walmart Connect campaigns and for titles and descriptions.
A quick account check for this week
Ten minutes now can prevent a suspension later.
- Log in to every Walmart Seller Center account you own
- Update email and mobile numbers for alerts
- Remove access for people who have left
- Decide whether dormant accounts should be closed
- Bookmark the Trust and Safety policy guide
- Add Brand Highlights to top items before peak
What PPC Spider recommends this week
Keep contact details current and use the new Search themes data to refresh keywords before Black Friday. Our Walmart marketplace management team handles account health and listings, and our Walmart Seller Center guide explains the dashboard. Follow updates on the Walmart seller news channel.
Sources
- Walmart Marketplace Learn: Release notes (marketplacelearn.walmart.com/releasenotes)
- Walmart Marketplace Learn: Trust and safety policy (marketplacelearn.walmart.com/guides/Policies%20&%20standards/Account/Trust-and-safety-policy)
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