#357 – All You Need To Know About GS1 Barcodes
Amazon and Walmart now require every third‑party listing to use a GS1‑issued GTIN, with Amazon performing daily automated scans against the GS1 database. A lapse in the annual GS1 membership deactivates all associated barcodes, causing immediate listing removal. Sellers who audited 200 SKUs found 15 using unofficial codes and had to replace them to restore eligibility for Sponsored Products.
Overview
Amazon and Walmart now mandate that every product listed by third‑party sellers carry a valid GS1‑issued barcode. The requirement was explained by a GS1 executive on the Serious Sellers Podcast, highlighting how the system works, how to obtain compliant codes, and which mistakes can cause listings to be removed. Sellers who follow the guidelines avoid suspension, keep inventory data accurate, and stay eligible for the platforms’ advertising and fulfillment programs.
Key Points
- Universal Acceptance — GS1 barcodes are the sole product identifiers recognized by Amazon and Walmart, guaranteeing each SKU can be uniquely traced across global supply chains.
- Ownership Requirement — The barcode must be registered to the brand owner or the seller; using codes purchased from third‑party vendors can lead to compliance violations and listing removal.
- Database Cross‑Check — Amazon validates every UPC/EAN against the GS1 Global Trade Item Number (GTIN) database; any mismatch triggers an immediate warning or deactivation of the listing.
- Brand Registry Sync — Connecting GS1‑issued GTINs to Amazon Brand Registry simplifies brand protection and unlocks tools such as A+ Content, Transparency, and enhanced search filters.
- Annual Renewal — GS1 membership is renewed each year; failure to pay the renewal fee renders all associated barcodes inactive, which in turn disables the linked marketplace listings.
- Compliance Monitoring — Amazon runs automated scans of uploaded GTINs daily; codes that do not appear in the GS1 registry generate automatic alerts, forcing sellers to replace them quickly.
How GS1 Barcodes Work
- Prefix Assignment — After a company enrolls with GS1, it receives a unique numerical prefix that forms the leading segment of every barcode it creates. Example: A home‑goods brand is assigned the prefix “987654”.
- Item Reference Creation — The seller adds a distinct item reference number to the prefix for each individual product variant, producing a complete UPC/EAN. : The brand adds “010” for a 12‑oz coffee mug, resulting in “987654010”.
Analysis & Recommendations
Why This Matters
If a seller’s UPC isn’t registered to the brand owner, Amazon will suspend the listing, cutting off sales and advertising access. Maintaining an active GS1 membership and correct GTINs also enables Brand Registry benefits like A+ Content and Transparency, driving higher conversion rates.
Key Takeaways
- Amazon and Walmart accept only GS1‑issued GTINs; any mismatch leads to listing removal.
- Amazon runs daily automated scans of uploaded GTINs and flags codes not in the GS1 database.
- GS1 membership must be renewed each year; failure deactivates all linked barcodes on the marketplaces.
- An audit example showed 15 out of 200 SKUs used third‑party UPCs and required replacement with GS1 numbers.
Recommended Actions
- →In Seller Central go to Inventory > Manage Inventory > Export, run each UPC through the GS1 lookup tool, and replace any non‑GS1 codes.
- →Upload the verified GS1 GTIN list to Amazon Brand Registry via Brand Registry > Upload GTINs to unlock A+ Content and Transparency.
- →Create a recurring calendar reminder 30 days before your GS1 membership renewal to keep all barcodes active.
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