A beauty brand specialized in anti-aging skincare products, including serums, facial moisturizers, and treatment creams, wanted to expand its online presence into the Walmart Marketplace.
The brand owned its trademark and had already been approved to sell in the Beauty category on Walmart. The team also had the required admin permissions inside Seller Center, which meant that, on paper, they were able to request GTIN exemptions through the standard dashboard process.
Requests Denied
The team initially followed Walmart’s normal GTIN exemption workflow through Seller Center. Multiple requests were submitted across several beauty product types.
However, every request was automatically denied by the platform.
These denials appeared even though the brand met the typical eligibility requirements for exemptions.
The requests included categories such as:
- Face serums
- Facial moisturizers
- Facial cleansers
- Facial toners
Our team suspected the issue was not related to eligibility but rather a backend problem within the automated approval process.
Escalating through Seller Support
The team submitted a support case under the issue:
"New item setup errors"
Here is the exact structure used in the support request.
Method of Item Setup: Single Item Setup
Feed ID: No
Multiple Items: Yes
Case Description Submitted to Walmart
“Dear Walmart Support team,
We are attempting to request a GTIN Exemption (ID [ID from GTIN Exemption Requested done through the dashboard]) for some of the products of the brand [Brand Name], for which we are brand owners with a registered trademark in Brand Portal, and we also have Admin role, and approval to sell products in the [Category Name] category.
However, the request is being automatically denied by the system.
Can you please review and approve our request?
Thanks & Regards”
Walmart Approved GTIN Exemptions
After submitting all support cases, Walmart manually reviewed the request and approved the GTIN exemptions.
Requests before our approach:
Requests after our approach:
Final Thoughts
Walmart's GTIN exemption process works until it doesn't. That ambiguity is what leads most brands to assume they are ineligible and stop there.
The key insight here was recognizing that the brand met every eligibility requirement. The problem was the system processing it. That distinction changed the entire approach: instead of reapplying through the same workflow, the team escalated with a support case that gave Walmart's team exactly what they needed to review and approve the request manually.
Getting onto Walmart Marketplace is rarely just a matter of meeting the requirements. Knowing how to navigate the platform when its own systems work against you is what actually gets products live.
What's next
Platform errors, automatic denials, and unclear rejection reasons are some of the most common reasons brands stall before they ever make their first Walmart sale.
If your GTIN exemption requests have been denied or your listings are stuck in setup, the issue is usually solvable. It just requires knowing where to push.
Fill out the form below and we will take a look at where things stand and what it would take to get your products live on Walmart Marketplace.
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