OK, I re-read the entire thread and you are correct - that seller was just using a purchased UPC and it was rejected because he wasn’t Natural Beauty Products. But here is what is different about that case – I quote Amazon’s letter to the seller:
Note the word “licensee”. Not “owner” or “original owner”. Natural Beauty Products is apparently a current customer of GS1 and is licensing that prefix. The seller (NINJA) was in fact infringing on NBI’s licensing agreement by using a current, active reserved prefix. This is a very different issue than the discussion on whether Amazon matches company names on old UCC codes.
My belief is that this seller, NINJA, bought a counterfeit code online that was rejected, not one of the old and valid UCC codes. Again, buy your codes from a reputable 3rd party seller.