Amazon’s barcode acceptance policies are subject to change, and we cannot guarantee that the barcodes we supply will always be accepted. For the latest requirements, we recommend contacting Amazon directly.
Currently, Amazon prefers that sellers are GS1 members. However, enforcement is inconsistent, and many sellers successfully list products using barcodes from third-party resellers like ours. The barcodes we supply originate from the Uniform Code Council (the original GS1-US system) and are validated on Amazon’s integrated forms, allowing them to be used for creating new product listings.
Amazon Seller Support has confirmed that sellers can use barcodes from any external or third-party supplier, provided the barcodes are valid. The barcodes we supply pass the validation process, ensuring they work for listing products.
To check barcode validity, use the following tools:
- UPC (12 digits): GS1 Check Digit Calculator
- EAN (13 digits): EAN Validation Tool
Limitations with GS1’s GEPIR/Verified by GS1
For most retailers and Amazon listings, being listed on GEPIR is not a direct requirement. However, Amazon may use GEPIR to verify brand identity, particularly for Brand Registry cases, to address unauthorized brand use, counterfeit claims, and duplicate listings.
Amazon’s website states that they may verify brands against the GS1 GEPIR database. While our barcodes originate from GS1 (formerly the UCC), a GEPIR search will only show the first holder of the barcode. GS1 does not update records for UCC-era codes, meaning that your company details cannot be added to GEPIR. No barcode reseller can do this. To have your brand appear on GEPIR, you would need to join GS1 directly and pay their annual license fees.
If you are using reseller barcodes and Amazon checks GEPIR manually, there is a risk the barcode may be deemed invalid. However, you may be able to verify brand ownership with one or more of the following methods, which Amazon has previously accepted in similar cases:
- A letter from the manufacturer or brand owner stating the GTIN is valid for your product.
- Photographs of the product showing the GTIN/barcode on the packaging.
- A letter of affiliation from Barcode Savers South Africa (Reitec LLC). While not guaranteed, this document has been accepted for Amazon Brand Registry cases involving third-party codes instead of GS1 membership.
Other approaches customers have successfully used with Amazon include:
- Selecting “This product does not have a Brand.”
- Typing “N/A” in the Brand field.
- Using your DBA (Doing Business As) name or Amazon company name in the Brand field.
- Applying for a GTIN exemption with Amazon.
Amazon Brand Registry
For items listed under Amazon Brand Registry, Amazon strongly prefers direct GS1 membership over third-party barcodes. Brand Registry is a separate platform from Private Seller listings and is aimed at larger companies. To qualify, you must have a registered trademark. For eligibility requirements, visit Amazon Brand Registry.
Some established brands on Amazon Brand Registry have successfully listed products using our barcodes in the past. While older barcode listings remain active, new listings may require direct GS1 membership or one of the alternative methods mentioned in the GEPIR Database section above.
Books and Audiobooks
For selling books or audiobooks on Amazon, you will need an ISBN (International Standard Book Number). EAN-13 and UPC-A barcodes are not valid for books or audiobooks. To obtain an ISBN for listing a book on Amazon, visit the National Library of South Africa’s page.
Selling Major Branded Products
When selling branded products, such as Nike shoes, you must use the brand’s own barcode, not your own. Amazon requires that branded items are listed with the brand’s official GTIN to prevent unauthorized sales.
Amazon’s approach to brand verification and GTIN use varies, as millions of reseller codes are in their catalog. While Amazon is supportive of smaller businesses and sellers who cannot afford direct GS1 membership, it is not feasible for Amazon to require every small seller to join GS1. In many cases, Amazon seller support recommends third-party barcodes and accepts our supporting documentation.
However, it is important to understand that meeting retailer guidelines is the vendor’s responsibility. No barcode reseller or membership organisation can guarantee universal retailer acceptance, including with Amazon. We strongly advise you to familiarise yourself with all supplier guidelines, policies, and vendor agreements before purchasing GTINs.