Reminder: Provide product IDs (GTINs) for listings


For most product categories, you are required to provide a unique product identifier, known as a GTIN (Global Trade Item Number) such as UPC and EAN, to create new listings. GTINs are considered invalid if they are not GS1 vended or not recognized by the brand owner. To check for products with invalid GTINs, you need to visit Fix your product and provide the requested information immediately or your listings will be removed.

To fix the ASINs, use Contact us to submit a letter of authorization or a licensing agreement that meets the following criteria:

  • Includes the name and address of the brand's rights owner
  • Legible: it is not too blurry and not too light or dark
  • Includes the manufacturer name and contact information
  • Includes the seller’s legal business name or the seller name that corresponds to your Account information page in Seller Central
  • Includes the seller’s physical address
  • Must be in English
  • Includes a GS1 certificate
    Note: We recommend that you obtain your GTINs directly from GS1 (and not from other third parties selling GTIN licenses) to ensure that the appropriate information is reflected in the GS1 database. For more information on licensing EANs or UPCs from GS1, refer to the GS1 website.

Products that are listed in the At risk listings section in the Fix your product page will be removed if the requested information is not provided by the due date. Products that are listed in the Inactive listings section will remain inactive unless the requested information is provided.

Contact Selling Partner Support or visit the Listing requirements: Product IDs (GTINs) Help page if you have concerns about your ASINs.

Proof of Affiliation b/w the Brand & the UPC/EAN Owner
Why can't UPC be used normally? How to get GS1?
GTIN exemption
Issue adding a product due to UPC
UPC code
The GS1 Bot is flawed @ Any MOD!

Is it possible to change/correct the UPC of an existing product within amazon’s catalog, considering we have the proof (company’s GS1 certificate and affiliation between brand and company)?


We are distributors and most of the items we sell do not have UPC, EAN or GTIN numbers. However, we have permission from the manufacturers to sell their products on Amazon. How would we get around this? I have applied for exemptions a few times in the past, but didn’t get a response.


@Redwing, @yenobek Do you still think that Amazon is okay with GTINs sourced from other than GS1?


Still? I’m reading through that thinking, OK, it looks like Amazon has changed the rules, but then I get to this part…

That clearly says that there are parties selling GTIN codes other than GS1, and that the GTIN must be reflected in the GS1 database, which as I have said, mine are.

I think that notice is more than a little self-contradictory, but I agree that your argument has gotten stronger. My feeling is that Amazon is trying to push the use of GS1 UPC harder, but they cannot just make it a rule since those UPCs are legally valid. However, we will soon see since I am not going to change my UPCs until I get a notification from Amazon that they are not valid.

I will let you know. Currently I have zero At Risk Listings in my Fix Your Product page.


My experience with lawyers, would be they really hate using absolutes. Especially, when it involves a third-parties (Sellers) remittance with a specific different third-party (GS1). They seem to be of the general opinion that using absolutes doesn’t leave much room for argument and interpretation in a court of law. Saying you must, might make Amazon partly liable for something GS1 did or didn’t do, saying recommend means that Amazon can say, in court in one instance exactly what you are arguing, but in a different matter they can say we recommended that for good reason.


IMHO is a complete misinterpretation of the court’s decision and would be illegal. If the court had said what you say they said, then every retailer and vendor would be required to accept them (even if they were replaced with a completely different technology, such as RFID). Also, UCC UPC’s are NOT and I can’t stress this enough a GS1 GTIN’s.

But that is just my opinion, which you already know full well. So, we will just have to agree that one of us isn’t right and wait.


We will see, but for now…


But as we all know, the bots eventually catch everything. Maybe your stuff is on the server farm farthest away from the bots and they haven’t gotten there yet…


In another topic, you indicated or insinuated that those who use UCC UPC codes are doing something unethical or illegal. You are wrong. I continue to stand on that, and believe you owe an apology to many sellers.

I have not previously addressed whether Amazon wants to allow the use of UCC codes. Only evidence will tell that story.

People having problems with UCC codes are probably those who are applying them inappropriately to products that already have a GS1 code, or to use them in piggy backing onto other companies products, or to create bundles that violate policy, etc.

Using GS1 rental codes just make it easier for it to be sorted out what code is the right one for a product of a particular brand, model, packaging, etc.

If Amazon said that they recommended that a product be fulfilled by FBA, do you think that would mean they have banned FBM?


Is the general consensus that one should convert listings to GS1 UPC codes? Even if the existing UPC codes are legally purchased through a vendor other than GS1?


There isn’t even a general consensus on the veracity of your statement

My position (and GS1), is there is no purchase only license, and license may only be acquired directly from GS1. @Redwing & @yenobek hold a polar opposite opinion. This has been debated for years, and neither side has yet to be swayed.

On this particular thread, I have to admit I am the minority opinion. You will have to read Amazon’s statement and make your own determination.


@RedWing and @The_Sawle_Mill

Then there is the above statement. Emphasis added. So if the brand owner recognizes the GTIN (possibly a legacy UCC UPC) it is not invalid, even if not vended by GS1.

That said I have stayed out of this argument, and hope to continue to do so.


I also read it that way.

To reword it slightly for clarity, removing the double negatives, GTINs are considered valid if they are GS1 or if they are recognized by the brand owner.


Thanks. Appreciate your time, interest and advice. I’ve been concerned about it for some time but like many others (I’m sure), started trying to save a buck wherever I could. And then you get to the point where you have to correct mistakes…


When you say change UPCs. You can’t change UPCs on an Amazon listing anyway, correct?


I also have 0 “At Risk listings” despite not obtaining my GTIN codes directly from GS1.

Do you think we are still at risk or are we fine (as Amazon is clearly just recommending it for now).


You can’t change UPCs on an Amazon listing, correct?


I don’t believe it can be done through a listing edit but think that it may be accomplished on a product by product basis by creating a case. Haven’t had to do it so I’m not sure.


Well no, I do not think the bots eventually catch everything, but I get your point. So maybe my inventory will move to “at risk” in the future – but maybe not. That’s why I said time will tell. Until that time I do not jump to the conclusion that so many want me to jump to.


Only time will tell. right this minute my UCC UPCs are fine. Even if they become at risk, Amazon is clearly going to give sellers time to correct the problem.

No, that is not the general consensus. I do not agree with that statement. Wait a while to see how this shakes out.