Overview

Amazon is overhauling its Fulfillment by Amazon barcode requirements with a significant policy change taking effect January 31, 2026. Under the new rules, most sellers will be required to use Amazon-issued FNSKU barcodes on their products, even if those products already carry a manufacturer barcode such as a UPC or EAN. Brand owners enrolled in Amazon Brand Registry are the only exception. This shift has major implications for labeling workflows, costs, and how sellers prepare shipments to Amazon fulfillment centers.

Key Points / What Sellers Need to Know

• Deadline is January 31, 2026 — After this date, the updated barcode requirements go into effect for all FBA sellers. Sellers should begin preparing their labeling processes well in advance.
• FNSKU barcodes become mandatory for most sellers — Unless you are a registered brand owner, you will need to apply Amazon FNSKU labels to every unit you send to FBA, regardless of whether the product has a manufacturer barcode.
• Brand Registry owners are exempt — Sellers whose brands have been approved through Amazon Brand Registry can continue using manufacturer barcodes (UPC, EAN, JAN, ISBN) without adding FNSKU sticker labels.
• Two barcode types exist in the FBA system — Manufacturer barcodes are the standard retail barcodes printed on product packaging, while Amazon barcodes are FNSKU labels (beginning with "X") that Amazon uses to tie inventory directly to a specific seller's account.
• GTIN exemptions are available — If your brand is registered but your products lack a manufacturer barcode, you can apply for a GTIN exemption through Seller Central.

How the New Barcode System Works

Amazon's FBA network relies on barcodes to identify, track, and route inventory throughout its fulfillment centers. Every item sent into an Amazon warehouse must carry a scannable barcode. Historically, sellers had a choice: they could either use the manufacturer barcode already printed on the product packaging or apply an Amazon-specific FNSKU label. The manufacturer barcode approach was simpler and cheaper since it required no additional labeling, but it meant inventory could be commingled with identical products from other sellers. FNSKU labels, on the other hand, are unique to each seller's account and ensure that Amazon can always trace a unit back to the seller who shipped it.