Are There Any Exceptions to Using UPC/EANs (GTINs) on Amazon?

  • Amazon uses a custom, privately coded POS system, so certain GTIN exceptions apply only within Amazon’s ecosystem.
  • These exceptions affect fewer than 1% of sellers, but understanding them helps avoid listing errors.
  • UPC/EAN GTINs from Bar Codes Talk are valid on Amazon, and your purchase is protected by our Works for Amazon Guarantee.
  • Always verify Amazon’s most recent requirements for your specific seller program.

Yes. Amazon operates an entirely custom, privately coded online POS system and database. Because of this, they have unique GTIN rules that may not align perfectly with GS1’s international standards. Fortunately, these exceptions apply to fewer than 1% of sellers. As a seller on Amazon, you must follow Amazon’s requirements for your specific program and product category.

Disclaimer: This is not an exhaustive list of Amazon exceptions, only the most common issues sellers encounter. It is always the seller's responsibility to verify GTIN requirements with Amazon before purchasing barcodes.

  1. Books / Audiobooks - Books may require ISBNs rather than UPC/EANs. ISBNs are unique identifiers specific to books. More info: www.ISBN.org
  2. Selling Major Brands - Major brands may have agreements with Amazon that prevent third-party sellers from listing items under their brand name. Example: Nike, Apple, GE, Microsoft, etc. Your GTIN may be valid, but Amazon may block the listing because the brand field does not match the GTIN owner. This is a brand protection rule.
  3. Brand Registered – Seller Program - Beginning in mid-March 2018, Amazon introduced requirements for Brand Registered sellers that force them to rent GTINs from GS1 directly. This small group must rent GS1 GTINs annually and must also own trademarks and copyrights for their brand. Contact Amazon directly for program specifics.
  4. Legacy Brand Registered Sellers - Many older listings are grandfathered in and are not subject to newer GTIN requirements. Any new listings, however, must meet Amazon’s updated GTIN rules for that program.
  5. Product Bundles - If you are creating a bundle of major-brand products that does not officially exist, and you attempt to list the bundle using the major brand in the “Brand” field, Amazon will block it. The Amazon-approved method is: Brand field → Your company name or DBA Description → State which major-brand items are included This prevents misleading consumers into thinking your bundle is produced by the major brand.

Amazon’s system is more complex than standard barcode usage

GTINs themselves are very simple identification numbers. Amazon’s system, however, is highly customized and adds layers of rules that go beyond typical GS1 standards.

Protected by the Works for Amazon Guarantee

Your purchase from Bar Codes Talk is backed by our Works for Amazon Guarantee, ensuring that your GTINs are valid for Amazon listing as long as the listing meets Amazon’s platform-specific requirements. If you ever encounter an issue where your legally purchased barcode is fraudulently used or blocked in error, we will work with you to resolve it.

Who should you contact with Amazon-specific questions?

If your question is related to Amazon’s internal rules or seller programs, it is best to contact Amazon directly.

If your concern is specifically barcode-related and does not involve Amazon’s custom policies, contact us anytime:

Email: contactus@barcodestalk.com
Phone: 1-877-263-1343 option 1