Understanding Amazon’s UPC Policy

It was last year, 2016, when Amazon made the decision to batten down the hatches with its UPC [Universal Product Code] and GTIN [Global Trade Item Number] policies. With millions of duplicate UPC listings on Amazon, the company will now revoke — temporarily or even permanently — your account if invalid UPC listings are discovered. Why? The buyers experience becomes marred with an influx of duplicate listings; it’s confusing and waters down product reviews.


Here is what the seller now needs to know: GS1 is the only place to purchase legitimate UPCs. Since Amazon’s policy is less than two years old, if you have purchased UPC codes from a third party seller, consult the GS1 database to ensure the information is accurate. Chances are, the codes will identify another company as the brand owner. If this is the case, shut down the listing altogether and replace it with a correct GS1 UPC. Although customer reviews will disappear into the void, your account will not be at risk of suspension or worse.


Although sellers have been tempted mightily — counseled even by so-called “experts” — into purchasing less expensive UPCs from resellers, cease and desist. The original owner will be identified in the UPC company prefix, not you. It’s also a question whether or not the code has been used already. And while reselling barcodes is not an illegal act, it is a definite no-no according to Amazon’s policy.


Some exceptions:
  • If your brand name is different than your company name and doesn’t match the GS1 code, you are in compliance. Similarly, if your DBA [Doing Business As] doesn't match your company name in GS1, the matter will be resolved as soon as the DBA paperwork and GS1 certificate is produced.
  • For products listed that are not your own brand, use the barcode supplied by the manufacturer.
  • In cases where resold products don’t have a barcode, contact your supplier.
  • For products without GTINs, apply for an exemption from Amazon’s UPC requirement.
  • If a seller wishes to list private label products without a UPC, apply for an exemption through Amazon’s Brand Registry.


Bundle listings are a bit more complicated. The seller can opt to create bundles of their own private label products and use a GS1 UPC. This is the safest option. If you’re an authorized reseller, package together your bundles and ask the manufacturer for a UPC. If you do wish to bundle different brands together, some sellers are listing them under their own private label, and obtaining their own GS1-issued UPC. While sellers are taking advantage of this loophole, it isn’t as foolproof as these other two options.


Protect your listings and check the GS1 database immediately if you suspect your UPC is invalid. It’ll be easier in the long run.







 

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