Because price is one of the first filters brands and marketplaces use. A listing at 70 percent off your retail price trips every obvious alarm: customer complaints, marketplace price-gouging checks, and your own monitoring rules. A listing priced at or slightly above your retail price sails past all of them, and still converts, because shoppers on Walmart trust the platform and assume the price means it is genuine.
The seller lists your product at full price or higher, often with your exact title and stolen product photos. The detail page looks legitimate. The switch happens at fulfillment: the buyer receives a knockoff in unbranded packaging, or the wrong variant entirely. Because the price looked normal, fewer buyers suspect a fake, fewer leave "counterfeit" reviews, and the listing survives far longer than a cheap knockoff would.
The signals are in the seller record, not the price. Check who the seller of record is and how long the account has existed. Read the one and two star reviews for phrases like "not the real thing" or "different from the picture." Compare the product photos against your own: decoy listings almost always use stolen images because shooting convincing fakes costs money. And watch inventory behavior, since these sellers frequently delist and relist to reset review counts.
File through Walmart's brand protection channel with the same evidence package you would use for a cheap knockoff: proof of your rights, side-by-side comparison of your product against what the seller ships, and buyer evidence where you have it. A test buy is especially persuasive here because it documents the gap between the premium price and what actually arrived. After removal, keep the seller account on a watchlist: operators who run decoy pricing tend to run multiple storefronts and will try again under a new name.