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Barcodes for Amazon

Amazon Barcode Requirements

Buy Barcodes or view some of our barcodes being used on Amazon

Amazon’s policy for barcode numbers continues to change, as well as variations in how strictly it is enforced. While we work to keep this information up-to-date, if you wish to be certain about barcode acceptance on Amazon or any other retailer, it is best to check with them directly.

Amazon uses barcode numbers (13-digit EAN or 12-digit UPC) as unique product identifiers. Amazon also assigns their own unique identification number, called an ASIN (Amazon Standard Identification Number).

Until a few years ago, barcodes on Amazon were very uncontrolled. Anyone could list any product on Amazon using any barcode number, as long as that barcode number wasn’t already being used for another product on Amazon. However, this caused some serious problems for legitimate sellers. Some found that their number had already been stolen and used illegally by someone else on Amazon.  

We cannot guarantee that our barcodes will be accepted by any specific retailer, including Amazon. Any retailer can impose any restrictions they choose on any products they stock, no matter how arbitrary or unreasonable those restrictions are, and restrictions can be changed at any time.

Searching Legacy Barcode Numbers

In 2016, an Amazon Executive joined GS1’s board of governors. Then, they began to implement tighter policies and started undertaking some house cleaning to tidy up the Amazon database. Unfortunately, legacy barcode numbers are still used on Amazon, which conflicts with our own and sells numbers. To avoid issues with this, we have implemented increasingly deep searching of the Amazon databases to find these fraudulent legacy numbers.

We use the Amazon APIs, which have some success with current products, but unfortunately, these are limited in how deeply they search the Amazon databases. So our tech gurus developed some sophisticated search software that goes far beyond the traditional Amazon search options. We use this software to deep-search Amazon for all numbers before we sell them. If it finds any of these (historic fraudulent listings using our numbers), we delete the numbers and don’t sell them. This proprietary software is much more effective than Amazon’s APIs and searches far deeper than any other barcode seller.

Current Requirements

Amazon prefers barcode numbers to come directly from GS1. GS1 is a membership organisation that provides its members with barcodes in exchange for a yearly fee. Many businesses, especially smaller businesses that don’t need a large number of barcodes, choose to buy their barcodes from us for use both on Amazon and in shops worldwide. Following the instructions on this page helps our customers list on Amazon with our barcodes.

As mentioned above, there are thousands of products currently listed on Amazon using our barcodes. You can view some examples at

In recent years, Amazon has moved to try and stop branded products (big brands) from being listed on Amazon using barcode numbers other than those of the original brand – possibly to stop pirating or illicit listings. To enforce this, Amazon became ‘tighter’ with barcode numbers – although the implementation of this policy seems to vary a lot. For example, we recently spoke to a customer with three products on Amazon using our barcodes. Amazon had just asked him for further proof of ownership for one of the barcode numbers but not the others. Apparently, he provided them with the proof needed (of ownership), and their problem was solved. We can also provide this documentation to our customers if required, demonstrating the links for their numbers back to the original GS1 licensee.

Future Requirements

Currently, we don’t know where Amazon is heading in regard to its barcode policy. We hope that they will be reasonable and allow people to list products using legitimate and verifiable barcode numbers (the ones we sell). However, Amazon might go crazy and become more and more restrictive, and eventually, no longer accept our barcodes in the future.

Many customers can still use our barcode numbers to list their products on Amazon. We presume that is because if Amazon decides to check the numbers (and it is unclear whether they check very many numbers), then our barcode numbers can be seen on the GS1 database (hence showing that they are of GS1 origin – although the listing will show the original licensee and not us as the owner) and also because our customers can list their product/company details alongside their barcodes at, which also feeds to other databases. This can help our customers prove that the barcode numbers are legitimate to Amazon. Unfortunately, we can’t update the GS1 GEPIR database. No barcode reseller can do this.

You might need to enter our barcodes in Amazon’s system as 12-digit versions (UPC) without a leading 0 (e.g. 0712345678901 becomes 712345678901) – both versions of the number are the same and belong to you – but Amazon possibly prefers the 12 digit version at the moment.

Amazon Tips

  • Sometimes, Amazon asks for proof of the connection between the supplier (you) and the original barcode licensee (as listed on We provide our customers with a document demonstrating this chain of proof. Some of our customers have had this accepted by Amazon.
  • It is possible to apply to Amazon for GTIN exemption – this allows the listing of products without a GTIN (barcode). The process and requirements for this exemption are unclear.
  • Customers have occasionally advised us that Amazon require their website address (URL) on the barcode invoice. So please let us know (when you purchase barcodes or later) if you would like your website address on the invoice/receipt.
  • Recently (since late 2019), Amazon has tightened up on the ‘brand’ field when listing. They are pushing suppliers to register on the Amazon brand Directory (see below). However, we have been able to list products using ‘N/A’ in the brand field (as recommended by Amazon). Other Amazon suppliers report being able to use ‘Generic’ or unbranded in this brand field.

Amazon’s Brand Registry

Unfortunately, it is not possible to use Amazon’s Brand Registry with our barcodes. This is because Amazon checks the outdated GEPIR database when considering brand registration, and the information stored there does not reflect the current owner of the barcode (you).

How to List on Amazon Videos

You may also want to see our videos on how to list on Amazon.

Amazon Error Codes

Listing on Amazon can be difficult, and a few specific error codes can commonly occur while trying to list on Amazon. These commonly have to do with the ‘Brand’ field during the listing process.

Fortunately, these usually have a simple solution. Common error codes and solutions can be seen here:

If you have any questions, feel free to contact us.

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