Top 5 UPC Mistakes Sellers Make on Amazon (And How to Fix Them)

Navigating Amazon’s marketplace can feel like untangling a web of policies and standards. Among these challenges, issues with UPC codes—essential for product identification—often trip up even seasoned sellers.

This post, co-written with the experts at GS1 US , dives into the five most common UPC-related hurdles sellers face and offers actionable solutions to conquer them.

1. Brand Ownership and GS1 Prefix Mismatch

Challenge: Brand ownership listed in the GS1 Database does not match the current company due to acquisitions, changes in parent or subsidiary relationships, or outdated records. Amazon may flag such discrepancies during verification processes.

Solution:

Update Documentation: Ensure GS1 records reflect the current legal entity. If you’ve licensed GTINs through GS1 US, you can access your GS1 Company Prefix Certificate or GTIN Certificate for proof of ownership. You can find it here: Access GS1 Certificates.

Clear Communication: Provide Amazon with supporting documents, such as:

• Notarized statements
• Purchase agreements
• Company registry extracts

Ownership Transfers: If your brand has been purchased, update ownership records with GS1 US. For mergers and acquisitions, follow GS1’s prefix transfer process: GS1 Prefix Transfer Process.

Engage Experts: Work with a compliance partner like Avenue7Media who is highly experienced with Amazon’s verification processes to ensure smooth updates.

2. GTINs in the Incorrect Marketplace

Challenge: Sellers often use European GTINs/EANs (European Article Numbers) in the U.S. market or vice versa, leading to errors in product listings or compliance warnings.

Solution:

• Understand GTIN Variations:

• Assign Correct GTINs: Use marketplace-specific GTINs (e.g., UPC for the U.S., EAN for Europe). Amazon checks GTINs against the GS1 database, so invalid numbers can result in delistings.
• Inventory Segmentation: Use separate GTINs for unique product versions or regions where required (e.g., if images or languages differ by marketplace).
• Proactive Communication: Notify Amazon Seller Support to remove incorrect listings and provide valid GTINs for re-mapping.

3. Reused UPCs for Multipacks and Bundles

Challenge: Sellers mistakenly assign the same UPC to individual units, multipacks, and bundles, causing listing inaccuracies and compliance issues. This practice violates the 2018 GTIN Management Standard, which restricts GTIN reuse.

Solution:

• Unique UPCs for Each Configuration: Assign a unique UPC for every variation, including multipacks and bundles. For example, a 3-pack and a 6-pack of the same product must each have distinct UPCs.

• Use the Decision Tool: GS1 offers a GTIN Decision Support Tool to help sellers determine when a new GTIN is needed. Use it here: GTIN Decision Support.

• Guiding Principles: Keep in mind the three key principles when deciding on new GTINs:Consumer Impact: Is there a noticeable difference to the end user?Regulatory Impact: Do regulations require a distinction?Supply Chain Impact: Does the supply chain need to differentiate?
• Labeling Consistency: Use GS1-compliant barcodes and verify them with Amazon’s product identifier requirements.

4. ASIN/FNSKU Used as UPC

Challenge: Sellers occasionally substitute Amazon ASINs or FNSKUs (Fulfillment Network Stock Keeping Units) for valid UPCs, leading to inventory misallocations or product categorization issues.

Solution:

• Adhere to GS1 Standards: Obtain UPCs directly from GS1 US to ensure authenticity and avoid using ASINs or FNSKUs as substitutes.
• Audit Listings: Regularly review your product listings for improper use of ASINs/FNSKUs and correct errors with proper UPCs.
• Preventive Measures: Use barcode generation tools to create GS1-compliant labels and ensure accurate inventory categorization.

• Avoid Expiration Issues: For expirable products, ensure UPCs are assigned properly to avoid incorrect inventory allocation.

5. UPC Misuse or Rogue Seller Abuse

Challenge: Unauthorized sellers may misuse UPCs, causing mismatches in product data, triggering “matching error 8572”, or hijacking your listings.

Solution:

• UPC Licensing: License all product UPCs directly from GS1 US to retain control over identifiers and mitigate abuse.
• Provide Evidence to Amazon: If a rogue seller misuses your UPC, provide Amazon with:GS1 Company Prefix or a single GS1 US GTIN Certificate.Images of the barcode on product packaging in real-world settings.
• Request ASIN Cleaving: If necessary, ask Amazon to “cleave” your ASIN from the problematic UPC or remove the ASIN-UPC association.
• Listing Protection: Enroll in Amazon’s Brand Registry to secure your listings and prevent rogue sellers from tampering with them.

Tips and Best Practices

1. Direct GS1 Licensing: Always source UPCs directly from GS1 to maintain integrity and compliance.
2. Regular Audits: Periodically review product listings for compliance and accuracy.
3. Documentation Backup: Keep thorough records of ownership, certifications, and updates for seamless Amazon interactions.
4. Engage a Partner: Consider working with true Amazon experts like Avenue7Media to navigate policy complexities and compliance updates.

UPC issues on Amazon aren’t just frustrating—they can derail your entire business if left unresolved. Whether it’s mismatched ownership records, incorrect GTINs, rogue sellers hijacking your listings, or compliance errors leading to listing suppression, these problems demand swift action.

You don’t have time for endless back-and-forth with Amazon—or worse, to find out too late that your best-selling listings have been flagged.

Amazon is cracking down on barcode compliance. A single UPC mistake could cost you sales, visibility, and control over your brand.

Get expert guidance before it’s too late. Book a discovery call with the Avenue7Media team today: https://avenue7media.com/discovery-call/