EAN codes for Amazon: GS1 check, GTIN exemption, Brand Registry

To create a new product page on Amazon you need a product identifier (a UPC, EAN, ISBN or JAN code) in most categories, or an approved GTIN exemption. For branded products the identifier has to match GS1's data for your brand, so the right route is either GS1 codes licensed to your own company or a GTIN exemption backed by Brand Registry, not barcode numbers bought from a reseller.

That second sentence is the one most sellers learn the hard way. Amazon compares the barcode number you enter with the company GS1 has on record for that number. If you type "Brand X" and the number belongs to someone else in GS1's database, the listing fails with an error, or it gets through and is deactivated later. This guide explains how that check works, what the common error codes mean, how the GTIN exemption and Brand Registry work, and the narrow situations where a non-GS1 code is still realistic.

All channel rules below are described as of October 2026. Amazon changes its help pages without notice, and some of its Seller Central pages can only be read after logging in, so check the current wording in your own account before you make a buying decision. If you are new to barcodes, start with our guide what an EAN code is and how it is built.

Do you need a barcode to sell on Amazon? What Amazon requires

The short answer is: you need a product identifier to create a product page, not to sell an item that already exists on Amazon. If you resell a product that already has an ASIN (Amazon Standard Identification Number, Amazon's own catalogue number), you add your offer to that existing page and you do not need your own code. The requirement bites when you launch something new: your own brand, a private-label item, a bundle you put together, or a handmade product.

Amazon's long-standing policy text, as archived by barcode.graphics and quoted by GS1 Australia, says:

"Most categories require sellers to use a product identifier to create new product pages." "The use of false product identification information, including UPC codes, is prohibited." "We verify the authenticity of product UPCs by checking the GS1 database. UPCs that do not match the information provided by GS1 will be considered invalid. We recommend obtaining your UPCs directly from GS1."

The same text warns that listings with invalid identifiers are removed and that a seller can lose "ASIN creation or selling privileges", temporarily or permanently. The live Seller Central help page sits behind a login, so we cannot quote today's exact wording, but the policy has been in place since around 2016 and sellers still report it being applied.

Which identifiers Amazon accepts

On Amazon the field is usually called "Product ID", with a dropdown for the type. The common types are:

• EAN: the 13-digit GTIN-13 used outside North America. This is what most European sellers use.
• UPC: the 12-digit GTIN-12 used mainly in the US and Canada. A UPC written with a leading zero is also a valid 13-digit GTIN.
• ISBN: for books, issued by national ISBN agencies rather than by GS1 or barcode sellers.
• JAN: the Japanese name for the same GTIN-13 format.

An ASIN, an FNSKU (the label Amazon uses for Fulfilment by Amazon stock) and your own SKU are not GTINs. You can't type your SKU into the EAN field to get past the requirement. If the differences between these numbers are fuzzy, our explainer on EAN vs UPC vs GTIN vs ISBN lays them side by side.

Format is checked first, ownership second

Amazon runs two kinds of checks. The first is a format check: correct length and a valid check digit (the last digit, calculated from the other twelve). A code that fails this is a typo or an invented number, and you can test it in seconds with our check digit calculator. The second check is the one that matters for this article: whether the number's GS1 record fits the brand you entered. A perfectly formatted number can still fail that test.

How Amazon checks EAN and UPC codes against GS1 data

Every GS1 barcode number starts with a company prefix that GS1 licenses to one company. GS1 publishes who holds each prefix in its registry, Verified by GS1 (the old GEPIR lookup at gepir.gs1.org now redirects there). For each number, it shows the company that licensed it from GS1, and sometimes a few product attributes such as brand, net content and target market, if that company uploaded them.

When you create a listing, Amazon compares the brand you type with that GS1 record. Put simply:

• You list "Brand X" with a number from a prefix licensed to Brand X Ltd: the data fits and the listing goes through.
• You list "Brand X" with a number from a prefix licensed to an unrelated company: the data does not fit, and you get an error or a later deactivation.
• You list "Brand X" with a number GS1 has no record of: the code may not be treated as authentic.

Why reseller codes fail this check for branded products

Barcode resellers sell numbers that do not come from a GS1 licence held by the buyer. GS1 is clear about this. Its global site says "GS1 is the only official provider of GS1 GTINs and EAN/UPC barcodes globally" (gs1.org). GS1 France explains that codes from other parties "may not be in the GS1 system, or may be transferred or resold GS1 codes that will show the original owner's data". GS1 UK says such numbers "won't be correctly linked to your brand".

So if you look up a reseller code in Verified by GS1, you see the original licence holder of the prefix, or nothing at all. You never see your own company. That is not a fault in the code itself: it is a valid 13-digit number with a correct check digit. It simply cannot carry your brand in GS1's database, and that is precisely what Amazon's brand check looks for.

What about codes that worked at first?

Some sellers report that a listing with a mismatched code was accepted, then deactivated weeks or months later. Amazon EU sellers have posted deactivation messages saying Amazon "found the Seller to be using UPC/EANs that are not sold by GS1" (on the Amazon EU seller forums). Others report that Amazon re-checks codes periodically, including after a GS1 licence lapses. The timing is not documented. Treat "it went through" as a temporary state, not as approval.

Amazon errors 5461, 5462, 8541, 8542 and 5665 explained

Amazon's error messages are terse. The table below lists the codes sellers see most often around product IDs, what they usually mean, and the realistic fix. The descriptions come from listing-tool help pages and seller documentation, because Amazon's own error glossary is not public.

Sources: M2E Pro on error 5461; GoDataFeed on 5462; gtin.info on 8541 and 8542; barcode.graphics on 5665. The exact wording can differ per marketplace and per tool.

What not to do when you see an error

• Don't cycle through codes from the same batch. If one reseller code fails the brand check, the next one from the same prefix will fail for the same reason. You only create more broken attempts in your account history.
• Don't change the brand to "Generic" to force it through if your product actually carries a brand. Listing a branded item as generic misdescribes the product and can trigger other problems later, such as a brand owner reporting your listing.
• Don't invent a number. Amazon explicitly prohibits false product identification information, and a made-up number with a valid check digit may already belong to someone else's product.

Which Amazon route fits your product?

Before comparing exemptions and GS1 prices, decide which of four situations you are in. The right answer depends far more on the product than on the price of codes.

For the wider decision between GS1 and other suppliers across all channels, read our honest comparison of GS1 membership and buying from a reseller.

The Amazon GTIN exemption: who qualifies and how to apply

A GTIN exemption lets you create listings for a specific brand in a specific category without entering a UPC or EAN. Amazon assigns the ASIN and you sell under it. For many small private-label and handmade sellers who only sell on Amazon, this is the cheapest correct route.

Who can apply

According to seller guides from Jungle Scout and barcode.graphics (Amazon's own help page requires a login), the exemption is intended for:

• private-label products whose brand owner has not assigned GTINs;
• generic or unbranded products;
• handmade products;
• certain parts and accessories that the manufacturer never gave a GTIN;
• bundles put together by the seller.

Two limits apply. First, brands on Amazon's "GTIN required" list cannot get an exemption, so a well-known brand's products always need their real manufacturer code. Second, if your product already carries a GS1 barcode, you are expected to use it rather than ask for an exemption.

Step-by-step: applying for a GTIN exemption

1. Decide the brand name exactly as it will appear. Use the same spelling on the packaging, the product and the listing. "BrandX", "Brand X" and "BRAND-X" can count as different brands.
2. Put the brand on the product and packaging. Amazon wants to see it. A blank box with a sticker added for the photo is a classic reason for rejection.
3. Take at least two real photos of the product and its packaging. They should show the brand name clearly and show that no barcode is printed on the pack. Use real photos, not renders or mock-ups.
4. Open the GTIN exemption page in Seller Central (search for "GTIN exemption" in the help menu) and choose the category and brand. You can request up to 10 brand and category combinations in one application.
5. Upload the photos and submit. Seller guides report an answer within about 48 hours.
6. When approved, create the listing and leave the product ID field empty, or select the exemption option your listing tool offers. The approval covers future products of the same brand in the same category.
7. Repeat for each new category. An exemption for "Home & Kitchen" does not automatically cover "Sports & Outdoors".

Common reasons exemptions are refused

• The photos show a barcode, or the brand is not visible.
• The brand on the photo does not match the brand typed in the application.
• The brand is on the "GTIN required" list, or is already linked to GS1 codes owned by another company.
• The product looks like a branded item that should have a manufacturer barcode.

What the exemption does not give you

The exemption solves Amazon's product ID requirement, and nothing else. It does not put a barcode on your product for warehouses or shops, it does not help on bol.com (which requires a GS1-registered EAN for branded items), and it does not protect your listing from other sellers. If you plan to sell beyond Amazon, the exemption is a starting point, not a long-term barcode strategy. Amazon's FBA label (the FNSKU) is a separate thing: it identifies your stock in Amazon's warehouses, whatever product ID route you choose.

Brand Registry: listing your own brand without a GTIN

Amazon Brand Registry is a programme for trademark owners. It is the main reason serious private-label sellers file a trademark early, and it interacts with product IDs in three useful ways.

What you need to enrol

You need a registered trademark, or a pending one filed through Amazon's IP Accelerator programme (Printful help centre). The trademark should match the brand name on your products and listings. Check Amazon's current list of accepted trademark offices before you file.

How Brand Registry helps with product IDs

• Listing without a GTIN: once enrolled, you can list your brand's products using a Brand Registry based product ID exemption, so you don't need to buy codes just for Amazon.
• Exemption eligibility: seller guides recommend registering brands used for GTIN exemptions through Brand Registry. For brands that are not eligible, the advice is to contact Selling Partner Support and refer to error 5665.
• Changing the product ID later: GS1 UK notes that with Brand Registry you can update an existing listing to a GS1 GTIN afterwards (GS1 UK FAQ). Without it, sellers report that the product ID is often locked.

Brand Registry is also your main anti-hijacking tool

On Amazon, other sellers can attach offers to your product page. Owning the barcode number does not stop them: a GTIN is not a trademark and gives no exclusivity. What does help is a trademark plus Brand Registry, which gives you more control over the listing content and tools to report sellers who offer counterfeit or different products on your page. For a full walkthrough of evidence and dispute routes, see our guide to proving EAN ownership and handling listing disputes.

GS1 codes for Amazon: what they cost and why they pass the brand check

GS1 codes are licensed to your own company. Your company name appears against the prefix in Verified by GS1, and you can add product data such as the brand. That is why they pass Amazon's comparison: the brand you type and the brand GS1 holds belong to the same company.

GS1 costs in 2026 for a small seller

Prices vary by country and are set by your national GS1 office. All amounts below exclude VAT; check the official price list before you join.

Sources: the official GS1 fee pages of each country (GS1 NL fee chart, GS1 UK membership updates, GS1 Germany price list, gs1.fr tariffs, GS1 Italy 2026 fees, gs1us.org). Spain (AECOC) charges a registration fee from €100 plus an annual fee whose smallest band is probably around €216; the published table is ambiguous, so confirm it with AECOC.

The catch: the licence must stay active

GS1 codes are licensed, not bought outright, outside the GS1 US single GTIN product. If you stop paying, your right to use the numbers ends. GS1 Germany's terms say you must then stop using them, and GS1 UK says you "will no longer have access" to your GTINs. Amazon sellers report that listings can be removed after a licence lapses because codes are re-checked, though the timing is unclear. If you choose GS1 for Amazon, budget for it as a permanent yearly cost for as long as the products are on sale.

Practical tips when using GS1 codes on Amazon

• Fill in your product data in the GS1 portal first. Enter the brand exactly as you will type it on Amazon. A licence without matching brand data can still produce mismatches.
• Use one code per variant. Each size, colour or flavour is a separate product on Amazon and in GS1's system. A T-shirt in 3 colours and 4 sizes needs 12 codes. Our article on variants, bundles and product changes covers the rules, including when a pack change needs a new code.
• Print the barcode on the pack if you also sell outside Amazon. Amazon itself works with its own FNSKU labels for FBA, but shops and other marketplaces scan the EAN.

Can you use reseller EAN codes on Amazon?

This is the question we are asked most often, so here is a direct answer from a company that sells EAN codes. For branded products on Amazon: no, not as a plan you should rely on. Use GS1 codes or a GTIN exemption with Brand Registry. Reseller codes, including ours at GTINcodes.com, are not issued under a GS1 licence held by you, so GS1's data will never show your brand against them, and that is what Amazon checks.

Other resellers say similar things in their small print. SpeedyBarcodes, for example, states that it "cannot guarantee" acceptance on Amazon and does not refund codes that become unusable (speedybarcodes.com). Any seller promising "guaranteed Amazon acceptance" for branded products is overselling.

Where non-GS1 codes are realistic, and the remaining risk

Sellers report that non-GS1 codes have worked for listings with the brand set to "Generic", because Amazon's brand check needs a brand to compare against. These reports are anecdotal and several years old. At the same time, other sellers report deactivations with the "not sold by GS1" message. The honest summary:

• Generic or unbranded listing on Amazon: a non-GS1 code may be accepted, but Amazon can still remove it. A GTIN exemption for unbranded products avoids the risk entirely.
• Branded listing on Amazon: do not use non-GS1 codes. Use GS1 or the exemption route.
• Products that will also go to retail chains, Zalando or branded listings on bol.com: get GS1 codes from the start.

Where reseller codes do fit

Valid, unique EAN-13 numbers are useful outside Amazon's brand check: in your own webshop (WooCommerce, Shopify), for internal stock scanning, on eBay (which also accepts "Does not apply" when there is no code), on Kaufland and similar marketplaces whose published rule is "a valid unique EAN", and for unbranded items on bol.com, where bol says it does not yet enforce GS1 registration (as of October 2026). Our article on EAN codes for bol.com explains that rule and its limits, and our Google Shopping GTIN guide explains why own-brand products often need no GTIN there at all.

If one of those channels is your use case, GTINcodes.com supplies valid EAN-13 numbers from our stock, each issued once and registered to you in the GTINcodes register; see the prices in our shops. With a protection plan the public check page shows your company name and you can download a registration certificate. That certificate proves you bought and registered the codes with GTINcodes.com and when. It is not a GS1 registration, Verified by GS1 will not show your company, and Amazon will not treat it as GS1 proof.

Worked examples: three sellers, three routes

These invented examples show how the rules play out. The shop names are fictional.

Example 1: a candle seller with her own brand

"Willow Wick" sells scented candles in its own webshop and wants to launch on amazon.de and amazon.nl. The candles carry the Willow Wick name on the label. The owner has 8 scents in 2 sizes, so 16 products. She is also talking to two gift shops.

Route: GS1. Because the product is branded and physical retail is on the horizon, she joins GS1 in her country, enters "Willow Wick" as the brand for all 16 codes in the GS1 portal, prints the EAN-13 barcodes on the labels, and uses the same codes on Amazon. In the Netherlands, 100 codes would cost her about €120 a year, which leaves room for new scents. She also files a trademark and enrols in Brand Registry to protect the listings from hijackers.

Example 2: a private-label kitchen gadget, Amazon only

A seller imports a silicone baking mat under the brand "Brand X" and plans to sell only on Amazon, through FBA. There is no barcode on the packaging yet.

Route: GTIN exemption, then Brand Registry. He makes sure "Brand X" is printed on the mat and the box, takes real photos showing the brand and no barcode, and applies for an exemption for "Brand X" in the kitchen category. In parallel he files a trademark and, once it is pending through IP Accelerator, enrols in Brand Registry. If he later expands to bol.com or retail, he joins GS1 and, thanks to Brand Registry, can update the product ID on his existing listing.

Example 3: an unbranded accessory seller across several marketplaces

A small business sells plain cable ties and storage clips with no brand on the product or packaging, through its own Shopify shop, eBay and Kaufland. Amazon is a possible later step.

Route: valid unique EAN-13 codes for the shop, eBay and Kaufland, where the requirement is a valid, unique number. For Amazon, the safer route is a GTIN exemption for unbranded products rather than relying on the same non-GS1 codes, because Amazon may remove codes it does not find in GS1 data. If the business ever adds a brand name, it should switch to GS1 before launching that brand on Amazon.

Switching product IDs later: why the first decision matters

Changing the barcode of an existing Amazon listing is harder than choosing the right one at the start. Sellers on Amazon's European forums report that they had to delete listings and create new ones to replace a product ID, losing the reviews and sales history attached to the old ASIN. For a product with hundreds of reviews, that is a serious cost.

How to avoid being stuck

• Choose the long-term route before the first listing. If you expect to build a brand, start with GS1 or with the exemption plus Brand Registry, not with codes you plan to "replace later".
• Enrol in Brand Registry early. GS1 UK notes that Brand Registry lets you update a listing to a GS1 GTIN later, which is the cleanest migration path available.
• Keep your GS1 licence paid for as long as products carrying those codes are on sale.
• Never reuse a GTIN for a different product. Since January 2019 GS1 rules say an allocated GTIN must not be reassigned to another item, and Amazon's catalogue remembers old code-to-product links for a long time. Reusing an old code is a quick route to error 8541 or 8542.

Variants, bundles and pack changes on Amazon

Amazon treats each variation (size, colour, scent) as its own child ASIN, and each child needs its own product ID or must be covered by your exemption. A bundle you create (for example, a candle plus a matching snuffer) is a new trade item: give it its own GS1 code or cover it with a bundle exemption. Under GS1's GTIN Management Standard, changes such as a different declared net content, a dimension change of 20% or more, or a different primary brand also require a new GTIN. Plan your code count with these rules in mind; running out halfway through a range launch is a common reason sellers mix code sources, which then causes mismatches.

Before you list: how to check a code yourself

A few minutes of checking prevents most of the errors above. Run through these steps for every code before you print labels or create listings.

1. Check the length and check digit. An EAN must be 13 digits with a valid final digit. The calculator below does this instantly.
2. Check the prefix is not restricted. Numbers starting with 02, 04 or 2 (in-store and internal use), 977 to 979 (magazines and books) or 98 to 99 (coupons and receipts) are not normal product GTINs.
3. Look the number up in GS1's registry, Verified by GS1. For a branded Amazon listing it should show your company. If it shows another company, or nothing, Amazon's brand check is likely to fail.
4. Search the number on Amazon in the search bar and in the "Add a product" tool. If a different product appears, the code is already in use: do not list on it.
5. Confirm the brand spelling matches your GS1 data, your exemption and your trademark, character for character.

A valid check digit only proves the number is well-formed. It does not prove who owns the number or that Amazon will accept it. For codes bought from GTINcodes.com you can also check who a code is registered to in the GTINcodes register; that shows our register, not GS1's.

Checklist: getting your Amazon product IDs right

• Reselling an existing product? Add your offer to the existing ASIN. You need no code of your own.
• Selling your own brand on Amazon? Use GS1 codes licensed to your company, or a GTIN exemption with Brand Registry. Do not use reseller codes for branded listings.
• Also selling to shops, retail chains, Zalando or branded on bol.com? Choose GS1 from the start and use the same codes everywhere.
• Private label, Amazon only? Apply for a GTIN exemption per brand and category, with at least two real photos showing the brand and no barcode, and file a trademark for Brand Registry.
• Handmade or self-made bundles? The GTIN exemption is designed for these.
• Truly generic, unbranded items? A GTIN exemption is the safe route. A non-GS1 code may be accepted on a "Generic" listing, but Amazon can still remove it.
• Got error 5461 or 5462? The code's GS1 record does not match your brand. Change route; don't try the next code from the same batch.
• Got error 8541 or 8542? The number is already linked to another product. Use a fresh, unused code.
• One code per variant, a new code for bundles and significant product changes, and never reuse a GTIN.
• Keep evidence: GS1 licence, trademark certificate, invoices and dated product photos, in case of a dispute.
• Re-check Amazon's current help pages in Seller Central before launching. The rules here are described as of October 2026.

For everything around EAN codes beyond Amazon, start from our homepage or the guide on how to get EAN codes.