EP 8: UPCs, GTIN & GS1 - Oh My! - A Primer for Avoiding UPC related Issues for Amazonode

🎙 In This Episode of Top of Search, Robyn Johnson & Abe Chomali dive into GS1, UPCs, and GTINs—what they are, why they matter, and how Amazon's policies are evolving 📦. They discuss Amazon’s strict crackdown on barcodes, why GS1 UPCs are now required, and how to avoid common listing mistakes.

🔑 Key Takeaways

1️. Understanding UPCs & GTINs

• UPC (Universal Product Code): Used for barcode identification worldwide.
• GTIN (Global Trade Identification Number): The broader category that includes UPCs, EANs, and ISBNs.
• GS1: The official provider of UPC barcodes required by Amazon.

2️. Why Amazon Requires GS1 UPCs

• Amazon used to allow third-party resold UPCs, but this led to catalog chaos 🛑.
• Now, only GS1-issued UPCs tied directly to your brand are accepted.
• Recycled UPCs can cause major issues—always verify before printing packaging.

3️. Checking UPC Validity Before Use

• Enter the UPC in Seller Central to confirm it’s not already assigned.
• Create a shell listing with a future launch date to hold the UPC.
• If errors arise, new listings may be needed, causing delays and reprints.

4️. Amazon’s Crackdown on Bundling & UPCs

• Food & Grocery Bundles: Now require manufacturer-issued UPCs or written permission.
• Random Bundles (e.g., garlic powder + bracelet) are being restricted 🚫.
• Brand Registry & UPC Matching: Amazon is enforcing strict name consistency (spacing, capitalization, etc.).

5️. Best Practices for UPCs on Amazon

✅ Always buy GS1 UPCs to avoid future listing issues.
 ✅ Verify UPCs in Seller Central before printing packaging.
 ✅ Don’t recycle old UPCs—Amazon may flag changes as violations.
 ✅ Brand Registry first, then purchase UPCs to ensure a name match.
 ✅ For bulk UPCs, consider GS1 rental options ($10/year per UPC).

🛠 Helpful Links from the Episode

• GS1 Official Site
• Amazon Brand Registry
• US Trademark Registration 

🚀 Final Thoughts

Using GS1 UPCs is no longer optional—Amazon is strictly enforcing compliance. Avoid costly listing removals by following Amazon’s policies, verifying UPCs before use, and ensuring Brand Registry name consistency.