Why GS1 Barcodes Are Essential for Selling on Amazon

Written By Xiaoqi Wu

If you're a brand or seller on Amazon, using GS1-registered barcodes (UPC/EAN/GTIN) isn't just a formality. It is an essential step for your success in the marketplace. Here’s why:

1. Amazon Requires GS1 Registered Barcodes

Amazon checks barcodes against the GS1 Global Registry to make sure they are legitimate. Using third-party or recycled barcodes can lead to some frustrating outcomes, including:

  • Listing suspensions – Amazon flags non-GS1 barcodes as invalid.

  • Brand Registry rejection – Without a barcode registered in your company’s name, Amazon will not approve your brand.

2. Avoid Costly Rejections and Delays

Many sellers unknowingly purchase inexpensive, recycled barcodes from third-party resellers, only to end up facing:

  • Suppressed listings – Amazon can restrict products with unverified GTINs.

  • Account risks – If violations happen too often, your account might face suspension.
    Using GS1 barcodes keeps you in the clear, ensuring that your products are globally recognized and tied to your brand.

3. Build Trust and Brand Authority

  • Verified authenticity – GS1 barcodes show that your products are genuine, reducing the risk of counterfeits.

  • Consumer confidence – Shoppers tend to trust listings with proper GTINs, which can help boost your sales.

4. Future-Proof Your Business

  • Retail expansion – Planning to sell on Walmart, eBay, or even in physical stores? GS1 barcodes are a must.

  • Supply chain efficiency – GS1 standards simplify inventory management, shipping, and even handling product recalls on a global scale.

5. GTIN Exemptions Are Limited

Amazon does offer GTIN exemptions for handmade or private-label products, but keep in mind:

  • Exemptions can limit your eligibility for certain product categories.

  • They also restrict you to selling exclusively on Amazon, so cross-platform flexibility becomes difficult.

Conclusion: Invest in GS1 from the Start

It may seem like a small saving to buy non-GS1 barcodes, but in the long run, the risks—like listing removals, rebranding costs, and lost sales—can be far more expensive. If you want a seamless and scalable Amazon business, GS1 barcodes are the only compliant choice.

Xiaoqi Wu
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