Overview

Amazon is rolling out a significant change to its Fulfillment by Amazon barcode requirements, taking effect on January 31, 2026. Under the updated policy, brand owners retain the ability to ship inventory using manufacturer barcodes without additional sticker labels, while non-brand-owning sellers will be required to use Amazon barcodes (FNSKU) on all products — even those that already carry a manufacturer barcode. For sellers who are eligible, switching to manufacturer barcodes can streamline the inbound shipping process and reduce per-unit labeling costs.

Key Points / What Sellers Need to Know

• January 31, 2026 deadline — Amazon's updated barcode requirements take effect on this date, changing how different seller types must label FBA inventory.
• Brand owners are exempt — Sellers enrolled in Amazon Brand Registry who own the brand can continue using manufacturer barcodes (UPC, EAN, or JAN) without applying additional Amazon barcode stickers.
• Non-brand owners must use Amazon barcodes — If you sell products from brands you do not own, you will now be required to apply Amazon FNSKU barcode labels regardless of whether the product already has a manufacturer barcode.
• Virtual tracking eligibility — Before switching, sellers must verify that their specific products qualify for virtual tracking through manufacturer barcodes, as not all ASINs are eligible.
• Cost and workflow implications — Using manufacturer barcodes eliminates the need to print and apply FNSKU stickers, saving time and reducing labeling errors during shipment preparation.

How the Switch Works

To transition from Amazon barcodes to manufacturer barcodes, sellers need to update their barcode preference within Seller Central. This change tells Amazon's fulfillment network to track your inventory using the existing manufacturer barcode printed on the product packaging rather than a unique Amazon-assigned FNSKU label. The process generally involves navigating to your FBA settings, selecting the manufacturer barcode option, and confirming the change. Once updated, any new shipments you create will reflect the manufacturer barcode requirement, meaning you no longer need to apply FNSKU stickers to eligible products before sending them to fulfillment centers.