Amazon mandate that sellers use GS1 barcodes have started to crack down on Product Identifiers. They have mandated that the only valid Universal Product codes (UPC) are those supplied by GS1, the global authority for issuing Global Trade Item Numbers (GTIN, the numbers behind the bar code.

Amazon have saidWe verify the authenticity of product UPCs by checking the GS1 database. UPCs that do not match the information provided by GS1 will be considered invalid. We recommend obtaining your UPCs directly from GS1 (and not from other third parties selling UPC licenses) to ensure the appropriate information is reflected in the GS1 database“.

There are some sellers who have frankly simply made up UPCs or purchased bar codes from third party retailers. The advantage of using your own UPC is that you can have your own Amazon Standard Identification Number (ASIN) which prevents products from other sellers appearing on the same Amazon single product page as yours. No competition means you get all the sales from that ASIN and there’s no price competition.

Some sellers have even purchased legitimate UPCs from GS1, but applied them to products which already have a UPC from the manufacturer. This is a grey area as if you make changes to the product it should then be distinguished with a different UPC. For instance if you create a product bundle with two or more products from the same (or different!) manufacturers it needs to be identified as different than the single main product from the bundle.

Amazon say that they’re quite prepared to come down heavy on sellers using pretend or incorrect UPC codes saying “Important: All invalid product UPC listings will be removed and may result in your ASIN creation or selling privileges being temporarily or permanently removed. For more information on licensing UPCs from GS1, see the GSI standard website“.

From Amazon’s perspective, insisting on valid UPCs from GS1 makes sense. GS1 are the globally recognised authority and can ensure that retailers, distributors and manufacturers get a unique code for their product. Amazon want a clean product database with every item listed once and no more and to do that the easiest way is to have a single authoritative database and that’s GS1. For you it means that if a manufacturer supplies a product without a GTIN then there’s a relatively small cost with GS1 to get a GTIN.

However there are still problems. If you’re the first to add a product to Amazon’s catalogue why should you pay for a GTIN which other sellers are then free to list against if they source the identical product? (Yes the manufacturer would ideally be the one to supply the GTIN). What happens if you ‘brand’ a product by something as simple as putting a sticker on it with your logo – is this now the same or different product to the one your competitor is selling?

Another minor but somewhat troublesome issue is that we have seen problems in the past where US issued GTINs didn’t appear to be recognised in the EU and UK and vice versa. This shouldn’t happen and should be fairly easy to get Amazon (or any other marketplace to rectify).

Ultimately what it means for you as a seller is if you have made up GTINs or have purchased codes from a third party seller, when Amazon check them against the GS1 database they are likely to remove the product and could sanction your selling rights. If you’re listing a product do your utmost to get the manufacturer to supply the GTIN and if you’re the manufacturer then you’ll need to register with GS1 and purchase your own codes.

Final thought, I’ve not managed to find a similar stipulation mandating the use of GS1 on Amazon’s UK or EU websites, but doubtless if it’s not already there it’ll be coming soon.

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Interesting. Does anyone know how Amazon will check? We have a 100,000 barcode licence with GS1, but we don't record anything with them, they're simply used in our epos system so we have no need to use GS1's database.

Amazon Seller • 29th June 2016 •

It wouldn't be difficult to update on GS1

jimbo • 29th June 2016 •

The Hill Gets steeper and the fork gets smaller. This will be a nightmare for us as 75% + of our inventory doesn't come with GS1 Barcodes. Fun times ahead.

Sam • 29th June 2016 •

The use of your own code does not prevent other sellers using the product page. More than a few suppliers use one barcode for multiple products. Variety of 3 with same barcode probably most common I buy though one supplier had 50 plus different items in same category with different designs all with the same barcode.

Martin • 29th June 2016 •

How will this affect sellers who manufacture/make their own items and only sell them via Amazon?

Barry • 29th June 2016 •

You can register with GS1 and get your own barcodes to use with the products you make/have made.

Stuart • 29th June 2016 •

But is it mandatory now for every item to require a unique barcode? If the items are one of a kind, handmade items then surely they shouldn't need a global barcode? Is Amazon now requiring sellers of unique items to have a barcode for handmade, unique items?

Barry • 29th June 2016 •

If your items are one of a kind and you make them you can apple to Amazon for brand registry which means you done need barcodes.

Danny • 30th June 2016 •

i bought a 100 of ebay , i guess there not legit , i will have to register on GS1 at a cost of £250 for a 1000 barcodes now and a £120 per year license fee after that initial cost will do it soon as it is better than amazon closing my listings and loosing all my product reviews

glenn • 29th June 2016 •

Trouble is you can't change the barcode on an existing listing I don't think?

Dave • 29th June 2016 •

hopefully amazon will allow us to update

glenn • 29th June 2016 •

Well what about the numbers that our amazon account manager gave us 7 years ago when we first started selling on there.? I've checked the validity and they are currently not a valid number. They are still products that sell, not sure what to do now

Dave • 29th June 2016 •

Chris, have a look at this page "The use of false product identification information, including product IDs, is prohibited and can result in your ASIN creation privileges being removed. Product IDs will be confirmed against the GS1 database"

jimbo • 29th June 2016 •

Ah, thank you. I knew someone would find it even though I couldn't if it existed :-)

Chris Dawson • 29th June 2016 •

i think i might contact GS1 by email , see if any ASIN numbers i have used are genuine , if not if i could pay a subsription and at the same time register the codes i have used on to there database

glenn • 30th June 2016 •