Fake GTINs: Amazon Listings Face Immediate Deletion by 2026!

Fake GTINs: Amazon's Immediate Listing Deletion Policy

Hey there, Amazon sellers! As of now, a critical topic in Amazon's listing guidelines is GTINs (Global Trade Item Numbers), an essential element for product registration. GTIN policy violations are often overlooked by new sellers, but they're a "new seller trap" that can lead to more than just listing failures—they can cause devastating damage to your valuable Seller Account.

Effective immediately, Amazon strictly prohibits the use of GTINs (UPC, EAN, etc.) that do not match the GS1 database. Violations can result in listing deletion and, in severe cases, account suspension.

This is a pivotal moment as Amazon intensifies its focus on catalog data integrity. With the holiday season approaching, enforcement of GTIN/GS1 policies is tightening. Furthermore, the commingling inventory system was discontinued as of March 31st, making accurate product identification even more crucial. Incorrect GTIN usage can lead to more than just listing failures; it can result in existing listings being suppressed or permanently deleted, and in the worst-case scenario, Seller Account suspension.

A Real-Life Amazon Seller's GTIN Policy Violation: The Third-Party Barcode Trap

Here at HIBOS, I've personally encountered a real-world case while consulting with Amazon sellers. One seller purchased GTINs through eBay or a third-party barcode reseller and used them to list their products. Not long after, they received a notification that their listings using those GTINs had been suspended. Upon urgent investigation, it was discovered that the barcode information purchased from the third party did not match the product information the seller was trying to register in Amazon's GS1 database, leading to the listing suspension. Ultimately, the seller had to delete their existing listings and re-register their products by obtaining official GTINs directly from GS1. Fortunately, they were able to resume selling normally afterward, but this process resulted in a significant waste of time and effort, not to mention considerable stress. This case clearly illustrates the immense risks associated with using GTINs not directly issued by GS1. Experiencing this firsthand truly reinforced for me just how strictly Amazon's GTIN policy is enforced.

Key Principles of Amazon's GTIN Policy

Use Genuine GS1 GTINs: All GTINs (UPC, EAN, ISBN, etc.) must be obtained directly from GS1 (Global Standards 1). GTINs purchased through third-party resellers may be considered invalid by Amazon's system. Amazon verifies the authenticity of GTINs by cross-referencing them with the GS1 database. Brand Name Consistency: The brand name registered with GS1 and the brand name entered in Seller Central must match exactly. Even minor discrepancies like spaces or hyphens can lead to rejection. Utilize GTIN Exemption: For products without GTINs, such as handmade items, bundled products, or generic unbranded items, you can apply for a GTIN exemption instead of purchasing a GS1 barcode. Exemptions are approved based on specific brand and category combinations. Submit Real-Life Images (for Exemption Applications): When applying for a GTIN exemption, you must submit 2-9 real-life images (no digital mock-ups) showing all sides of the product, with the brand permanently affixed to the product or packaging and no barcode present. The photos must be clear, and the brand name must be legible.

Risks of Incorrect GTIN Usage

Using incorrect GTINs can cause severe damage to your Amazon business.

⚠️ Listing Suppression and Deletion: Invalid GTINs can prevent you from creating product listings, or cause existing listings to be excluded from search results (suppressed) and ultimately deleted. This directly leads to lost sales. ⚠️ Error Codes: You may encounter error codes such as "Invalid Product Identifier" (error codes 20000, 20001) or "GTIN codes that do not match the brand associated to the ASIN" (error code 19098), making product registration impossible. ⚠️ Seller Account Risk: Repeated policy violations negatively impact your Account Health and, in severe cases, can lead to Account Suspension, preventing you from selling on Amazon altogether. ⚠️ Inventory Loss: Even if your products are already in FBA (Fulfillment by Amazon), a deleted listing can lead to inventory disposal issues and significant financial losses.

Immediate Actions to Avoid GTIN-Related Risks

Take immediate action to avoid GTIN-related risks!

1. Verify GS1 Website Before Purchasing GTINs: If you need a GTIN, always purchase it directly from GS1 Korea (Korea Chamber of Commerce and Industry Distribution & Logistics Promotion Agency) or your respective country's GS1 website. Absolutely avoid third-party resellers. 2. Understand the GTIN Exemption Application Process: For unbranded or handmade products, confirm if they are eligible for a GTIN exemption. Apply through Seller Central by navigating to Catalog → Add Products → I'm adding a product not sold on Amazon. 3. Maintain Brand Name Accuracy: Always ensure that the brand name you enter when registering a GTIN, applying for a GTIN exemption, and creating an Amazon listing matches the brand name printed on your product exactly, down to every single character.

GTIN Usage Guide for New Sellers: Correct Methods vs. Common Mistakes

Compare the most common GTIN pitfalls for new sellers with the correct methods to avoid them.

| Correct GTIN Usage / Exemption Application

The GTIN policy is a crucial component for maintaining the reliability of the Amazon catalog. Familiarize yourself with the information shared today, and ensure safe and successful Amazon sales through proper GTIN management!

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