If you sell your own branded product on Amazon, you need a GTIN (usually a UPC) that GS1 issued to you, because Amazon checks product IDs against the GS1 database. If you resell other brands’ products through FBA, the 2026 rules also changed what goes on the box. This guide covers both cases, the costs, and the mistakes that get listings suppressed.
TL;DR
- Amazon validates product IDs against the GS1 database. Codes that don’t match are treated as invalid, and your listing can be suppressed.
- Cheap resale barcodes are the classic trap. The numbers often belong to someone else in the GS1 system.
- A GS1 barcode and an FNSKU label do different jobs. The GTIN identifies the product everywhere. The FNSKU identifies your unit inside Amazon.
- Since March 31, 2026, resellers outside Brand Registry must label every FBA unit with an FNSKU. Brand Registry owners can still use the manufacturer barcode.
Table of Contents
- What a GS1 barcode actually is
- Why Amazon cares who issued the number
- GS1 barcode vs. FNSKU: two different jobs
- The March 31, 2026 FBA change
- How to get a GS1 barcode for Amazon
- What GS1 barcodes cost
- Resale barcodes: the shortcut that backfires
- FNSKU label rules: get them right the first time
- Our point of view
- Where to go from here
- FAQ
- Sources
What a GS1 barcode actually is
A Global Trade Item Number (GTIN) is the unique number behind the black bars. The bars are just the picture of it. GS1 is the organization that maintains the global standard, and GTINs come exclusively from GS1.
You will see a few formats:
- GTIN-12 (UPC-A): the 12-digit code used mainly in North America.
- GTIN-13 (EAN-13): the 13-digit code used worldwide.
- GTIN-8: a short code for very small packages.
GS1 explains that a GTIN can be encoded in different barcode types, such as EAN-13, UPC-A, EAN-8 and UPC-E, depending on where the item is scanned. For databases, GS1 recommends storing every GTIN as 14 digits by adding leading zeros.
Think of the GTIN as your product’s passport number. A passport photo (the barcode) is only valid if the number behind it is real and belongs to you.
Why Amazon cares who issued the number
Amazon doesn’t just check that a code has the right number of digits. According to GS1 US, Amazon verifies product IDs against the official GS1 database, and codes that don’t match are considered invalid. The risk is listing suppression.
That is the reason for the most common beginner mistake. GS1 says sellers try to skip the licensing step by buying cheap codes from third-party resellers. Those numbers often belong to other companies, which leads to catalog duplicates, rejected listings and possible permanent suppression of product pages.
You can see how this plays out in the wild. In a Seller Central thread, one seller described paying $30 for a code and finding that Amazon did not recognize it after 27 days. Every case differs, but the lesson is consistent: a code is only as good as its registration record.
Why this also matters for your own site
Your GTIN doesn’t just live on Amazon. If you also sell on your own store, the same number belongs in your product data, and structured data helps search engines read it. A walkthrough of ecommerce schema markup types to add first shows how product details are marked up for merchant listings. One identifier, used consistently everywhere, makes catalog matching easier.
GS1 barcode vs. FNSKU: two different jobs
This is where most new sellers get confused, so here is the plain version.
| GS1 barcode (UPC/EAN) | Amazon FNSKU | |
|---|---|---|
| Issued by | GS1 | Amazon |
| Identifies | The product, globally | The product and the seller, inside Amazon |
| Works on other channels | Yes | No |
| Required to create a listing | Usually yes (unless exempt) | No, created after the listing exists |
| Printed by | Your manufacturer or packaging designer | You, a prep center, or Amazon |
For FBA, sellers have two choices: the manufacturer barcode or an FNSKU. The FNSKU is internal to Amazon and can’t be used for other retailers. A GS1 barcode identifies inventory consistently across platforms.
That portability is the real argument for owning a GS1 GTIN. If you build a brand, you will probably want to expand beyond one marketplace. A GS1 code lets you move into other marketplaces, physical retail and supply chain partners without repackaging. An FNSKU-only product stays locked to Amazon.
If you want a deeper look at how the product ID, ASIN and barcode relate, our guide on ASIN to barcode and UPC lookups walks through it. For the ASIN itself, see what an Amazon ASIN is and how it’s created.
The March 31, 2026 FBA change
This is the part many older tutorials get wrong.
Amazon told sellers that starting March 31, 2026, resellers can no longer rely on manufacturer barcodes for FBA. One seller reported an ASIN blocked from replenishment for using a UPC instead of an FNSKU and quoted the notice. Trade coverage describes the same rule: non-Brand Registry resellers must use FNSKU barcodes on all FBA inventory, even when the product already carries a UPC.
In practice, it works out like this:
- You own the brand and are enrolled in Brand Registry: you can keep using the manufacturer barcode on units, with no extra sticker.
- You resell, or you’re a private label seller not yet in Brand Registry: label every unit with an FNSKU, even if a legitimate GS1 barcode is already printed on it.
This is why Brand Registry and a proper GS1 GTIN now go together. The GTIN gets your listing created and matched. Brand Registry lets the manufacturer barcode do its job in FBA. Rules like this can change, so confirm your account’s current requirements in Seller Central before you ship.
If you’re still mapping out the whole path from product to shipment, our Amazon FBA step-by-step playbook and the guide to FBA private label cover the surrounding steps.
How to get a GS1 barcode for Amazon
- Decide how many products (and variations) you will launch. Each variation, such as a different color or size, generally needs its own GTIN.
- Go to your national GS1 member organization. In the US, that is GS1 US. Other countries have their own, such as GS1 UK and GS1 Australia.
- Choose a single GTIN or a company prefix. A single GTIN suits one product. A company prefix lets you generate many GTINs yourself.
- Register your products in the GS1 data tools. Assign each GTIN to a specific item and keep a spreadsheet mapping GTIN, SKU and ASIN.
- Give your printer or manufacturer the exact GTIN. Ask for a proof before mass printing.
- Enter the GTIN when you create your listing. Amazon matches it against the GS1 record.
A quick note for non-US sellers: the market for GS1 prices and rules is country-specific. A US prefix is not the same as one issued in your home country, and Amazon marketplaces outside the US may have their own expectations. Check your local GS1 office.
What GS1 barcodes cost
Prices change, so confirm on the GS1 US site before you buy. As of a 2026 pricing breakdown, a single GS1 US GTIN is listed at $30 and a company prefix covering up to 10 products at $250, with annual renewal fees attached. Another seller guide describes the single GTIN as having no annual renewal, so the two sources disagree. That is exactly why you should read the current fee schedule on GS1’s own page rather than trust a summary, ours included.
Two practical ways to think about the math:
- One product, uncertain future: a single GTIN keeps the upfront cost low.
- A line with variations or a growing catalog: a prefix usually works out cheaper per code and keeps everything under your company name.
Also factor the cost of the product launching on Amazon itself. Our FBA fees breakdown shows how to check whether an ASIN still makes money after fees.
Resale barcodes: the shortcut that backfires
You will see ads offering UPCs for a few dollars with promises of Amazon approval. Some sellers get away with it for a while. Here is why we advise against it.
- Ownership is murky. If the code was previously assigned inside the GS1 system to another company, Amazon’s validation may surface that.
- You can’t prove the code is yours. Brand Registry and some category approvals ask for brand evidence. A barcode registered to a stranger doesn’t help.
- The damage lands on your listing, not the seller of the code. Suppressed pages and duplicate catalog entries cost you reviews and time.
If you have a small catalog and want an option that is not a full GS1 license, Amazon offers a GTIN exemption for certain products. Eligibility is category-specific, and an exemption doesn’t give you a portable barcode for other retailers. Check the requirements in Seller Central before deciding.
Our earlier piece on finding UPC codes for Amazon goes through the options from a seller’s budget perspective.
FNSKU label rules: get them right the first time
When you do need FNSKU labels, the details matter. Seller guidance on Amazon’s forum says labels must be:
- Printed in black ink on white, non-reflective material.
- Between 1 and 2 inches tall and 2 to 3 inches wide. The default is 1 x 2 5/8 inches, which fits common 30-up label sheets.
- Scannable, unobstructed, and applied directly over the original manufacturer barcode.
- Kept off seams, edges and curved surfaces. A label across a seam or curve can’t be scanned in one pass.
Amazon’s own April prep series for sellers stresses the same points: cover the original barcode, avoid seams and edges, and label each individual unit.
Why so strict? Because a sloppy label is a common reason for receiving delays. Experienced sellers report that partially covered or folded labels slow check-in at fulfillment centers and can lead to extra manual processing fees or units marked unfulfillable, as discussed in this seller thread.
Label it yourself or pay Amazon
If you can’t label units yourself, Amazon has a label service. A seller-forum answer from March 2026 puts it at $0.55 per item. Verify eligibility and the current fee in Seller Central before you build it into a shipping plan. On 500 units, that is a sizable line item, so compare it against buying a label printer and sheets.
Our walkthrough on how to create and print FBA labels covers the printer settings, sheet choices and common errors.
Our point of view
We have watched sellers burn weeks on barcode problems that took ten minutes to prevent. Here is how we see it.
Decide your model before you buy a code. If you are building a brand, the GTIN is part of your identity. Buy it from the source, keep the receipt and registration record, and treat it like any other brand asset. If you are reselling, your GS1 situation is mostly someone else’s problem, but your labeling workload just went up.
Cheap is rarely cheap here. The $30 or $250 you spend on a legitimate registration is small next to the cost of a suppressed listing with inventory already in a warehouse. We’d rather you start slow and clean than fast and fragile.
Plan for the rule to move. Amazon changed FBA barcode handling with weeks of notice. Build your process so you can label units either way, and keep your GTIN records tidy so a policy change is an inconvenience, not a crisis.
Don’t forget the unit economics. Labeling fees, prep and returns all eat margin. Run the numbers before you reorder.
— Nathaniel
Where to go from here
If you are still working out whether Amazon is the right channel, start with our guide on whether you can sell items on Amazon. If you’ve decided to build and want a structured path from sourcing to scaling, our Instant Course Access for Life is a $97 one-off payment. You can also browse everything on our courses page.
FAQ
Do I need a GS1 barcode to sell on Amazon?
If you create a listing for your own branded product, you generally need a GTIN that GS1 issued, unless Amazon grants you a GTIN exemption for that product. Resellers listing against an existing ASIN already have a GTIN attached to the catalog entry. Check your category’s requirements in Seller Central.
Can I use the manufacturer barcode for FBA in 2026?
Only if you are enrolled in Amazon Brand Registry. Since March 31, 2026, resellers outside Brand Registry must apply an FNSKU label to each unit, even if the product already has a valid UPC. Confirm the rule for your account before shipping.
What is the difference between a UPC and an EAN?
Both are GTIN formats. A UPC-A is a 12-digit code used mainly in North America, and an EAN-13 is a 13-digit code used worldwide. Both are issued through GS1, so the choice mostly depends on where you sell.
What size should an Amazon FNSKU label be?
Labels should be 1 to 2 inches tall and 2 to 3 inches wide, printed in black on white non-reflective material. The standard default is 1 x 2 5/8 inches. Place it flat over the original barcode, away from seams and curves.
Is a cheap third-party UPC safe to use?
It is a gamble we don’t recommend. GS1 warns that such numbers can belong to other companies, which can cause duplicate catalog entries, rejected listings and suppression. Buying from GS1 directly gives you a registration record in your company’s name.
Sources
- GS1 US: Globally accepted Amazon UPCs and product barcodes
- GS1 UK: Do I need barcodes to trade on Amazon?
- GS1 Australia: Barcodes for Amazon
- GS1 GO: Which barcodes are used to represent GTINs?
- Seller Central forum: Alternatives to GS1 UPC/GTIN code
- Seller Central forum: FBA replenishment issue, manufacturer barcode
- Seller Central forum: FNSKU label settings
- Seller Central forum: April FBA series, prep your shipments
- Seller Central forum: manufacturer barcodes and FBA label service
- My Amazon Guy: FNSKU barcodes required for resellers
- Barcode Scanner Online: GS1 barcode cost, 2026 pricing
- Feedvisor: Amazon UPC codes