Amazon's FBA Barcode Rules Are Changing: What the Manufacturer Barcode Shift Means for Sellers
Amazon is changing FBA barcode requirements effective January 31, 2026. Only Brand Registry-enrolled brand owners will be allowed to use manufacturer barcodes; all other sellers must switch to Amazon FNSKU barcodes for inventory tracking.
Overview
Amazon is overhauling its FBA barcode requirements, with a key deadline of January 31, 2026 that will reshape how sellers track inventory in fulfillment centers. Under the new rules, only registered brand owners will be allowed to use manufacturer barcodes (UPC, EAN, etc.) for FBA shipments, while all other sellers must switch to Amazon barcodes (FNSKU labels). This change has significant implications for how sellers prepare and ship inventory to Amazon's warehouses.
Key Points / What Sellers Need to Know
- January 31, 2026 deadline — After this date, only sellers registered as brand owners through Amazon Brand Registry will be permitted to use manufacturer barcodes for FBA inventory tracking.
- Brand owners are exempt — If you own the brand and are enrolled in Brand Registry, you can continue using manufacturer barcodes (UPC, EAN, GTIN) without applying FNSKU sticker labels.
- Non-brand-owners must switch — Sellers who are reselling products from other brands will be required to use Amazon barcodes (FNSKU) for all FBA shipments, even if the product already carries a valid manufacturer barcode.
- Existing inventory is grandfathered — The new requirements apply only to new shipments and inventory that has not yet been received at a fulfillment center. Products already checked in under manufacturer barcodes are not affected.
- Barcode settings can be updated — Sellers can modify their barcode preferences for new shipments through their account settings, but cannot retroactively change settings for inventory already received.
How Manufacturer Barcodes Work in FBA
By default, Amazon seller accounts are configured to use the manufacturer barcode — the standard UPC, EAN, or other product identifier printed on retail packaging — to track eligible inventory throughout the fulfillment process. This system allows Amazon to commingle identical products from different sellers under a single pool, streamlining storage and shipping. However, this also means that if another seller sends in a counterfeit or mislabeled unit with the same barcode, it could end up shipped to your customer. The manufacturer barcode option has long been popular because it eliminates the labor and cost of printing and applying individual FNSKU labels to every unit.
Analysis & Recommendations
Why This Matters
This change forces resellers, wholesale, and arbitrage sellers to add FNSKU labeling to their prep process, increasing costs and complexity. Brand owners are unaffected but should verify their Brand Registry status before the deadline.
Key Takeaways
- January 31, 2026 is the deadline — only brand owners can use manufacturer barcodes after that date
- Non-brand-owners must switch to Amazon FNSKU barcodes for all new FBA shipments
- Existing inventory already received at fulfillment centers is not affected
- Sellers should verify Brand Registry enrollment and update barcode settings now
Recommended Actions
- →Check your Brand Registry enrollment status and begin the application process if you're a brand owner not yet enrolled
- →Review your current barcode settings in Seller Central and plan your transition to FNSKU labels if needed
- →Update your prep and ship workflows — including third-party prep center instructions — to accommodate FNSKU labeling before January 2026
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