The introduction of GS1 US's new Verified by GS1 Search database represents a significant leap forward for sellers on Amazon and those utilizing Fulfillment by Amazon (FBA) services. This enhanced database, designed to replace the legacy GEPIR system, offers a centralized and more robust platform for validating and authenticating product information through GS1 identifiers such as GTINs (Global Trade Item Numbers) and GLNs (Global Location Numbers). For Amazon sellers, the ability to access and verify detailed product information easily and accurately is crucial to help protect seller’s Amazon listings and ensure compliance with Amazon's stringent product identification requirements. This will help Amazon sellers ability to scale their operations internationally, streamline their supply chain processes, and improve the customer experience by providing accurate product information.
Verified by GS1 Search Database Overview
The global nature of the Verified by GS1 Search database aligns perfectly with Amazon's efforts to simplify international expansion for its sellers. By providing consistent and accurate product data across different markets, GS1 helps sellers navigate the complexities of global commerce, including compliance with local regulations and meeting the expectations of a diverse customer base. This global consistency in product identification and information helps facilitate easier entry into new markets and also enhances the overall competitiveness of sellers by enabling them to offer a broader range of products with confidence ultimately leading to increased sales and growth opportunities.
As the retail landscape continues to evolve, consumers expect easier access and increasing amounts of relevant information about the products they are purchasing and more complex supply chains demand more flexible product identification solutions.
Since 2013 the GEPIR (Global Electronic Party Information Registry) database has been used to host, share, and validate GTIN and Company Registration data. GS1 US has released a new Global reference database called Verified by GS1 Search to replace the previous data repository of GEPIR. The new database aims to increase international visibility and validation of product information and allow new unique data to be attributed. GEPIR was replaced with “Verified by GS1 Search” as of the year-end December 2023.
Goat Consulting had the opportunity to interview James Chronowski, VP of Strategic Account Management at GS1 US about the new database, and some of its improvements and features compared to the GEPIR legacy database.
Interview with James Chronowski, Vice President, Strategic Account Management, GS1 US
Eric: What is Verified by GS1 Search?
James: We tend to think of Verified by GS1 Search really as a tool. It’s a tool leveraged for GS1US members around the world. Within the GS1 Community, if you wish to authenticate products, GTINs, and Global Location Numbers (GLNs) or any other GTIN identifier, we’ve expanded it beyond the scope of just laser focus on the product. We wanted to focus on how the full suite of GS1 Identification can be authenticated through this global search if those numbers exist in the system. The most common searches that you’ve alluded to really are the GTIN (Global Trade Item Number) and GLN (Global Location Number).
Eric: One thing we see from an Amazon.com perspective is an increased need to validate product information. It sounds like this new database directly addresses making that information more visible, increasing the amount of information that can be attributed to a GTIN which I think are both forces that will help Amazon and other parties validate information more easily.
Eric: Is the Verified by GS1 database the same as the legacy GEPIR database?
James: GEPIR stands for Global Electronic Party Information Registry. It’s a lot of words but, GEPIR was a unique internet-based service, and it gave access to really basic contact information for members, companies, and GS1 users. It allowed the user to look up information. Same functionality and look and feel, but only within the specific GTIN or GLN. It produced basic contact and product information. The functionality of GEPIR may look and feel the same as the new Verified by GS1, but what we say is the information that was sourced and the information that was provided to the end user changed from country to country with GEPIR. The communications for GEPIR functioned as a network, where Verified by GS1 functions with centralized communication. This change in structure is the main difference between the two platforms.
Eric: Was GEPIR not a true central global repository, where Verified by GS1 is?
James: Both served as a global repository. The functionality of how the information is collected, sourced, and provided back to the members is what has changed. This ultimately has created a more enhanced and robust user experience. This is what users on Amazon, Walmart, and other top marketplaces retailers are looking for. Improved authentication of the information that they are sourcing and querying.
Eric: What types of searches and terms can be queried in the new Verified by GS1 database?
James: We kind of wanted to meet the user where they are at. We didn’t want to issue any additional barriers with the release of Verified by GS1. So, it’s the same information, the same search criteria that existed for GEPIR. You can search by Global Trade Item Number (GTIN), Global Location Number (GLN), and also you can search by other identifiers like Serial Shipping Container code to name a few, to authentic the “who”. That’s the really important piece. We see that more of these recipients are out there, they want to know the “who” and who has the rights to license and share that information within the trading partner alliance, within the supply chain. These are the folks that they want to get to know and start to do business with, they want to authenticate them. So, for example, if you want to authenticate a list of GLNs that were sent to me by a third-party provider, you’d want to utilize that service to verify the source. It’s all about going back to the source, not only where the information was populated from, but also where it was sourced from.
Eric: Does Verified by GS1 pull from a new novel database from what GEPIR did?
James: If you call back to what I mentioned about the change in how the networked information is presented, GEPIR didn’t do that. So, we did have to make a change. Verified by GS1 does pull from a different database. With the release of Verified by GS1 back in 2019 and continued use of member organizations like GS1 US and GS1 France to name a few, the centralized repository has been growing. Since its launch in 2019, it was set up to allow the change from GEPIR over to the more centralized repository Verified by GS1 Search, which we’re discussing today. Every MO across the world from GS1 US to GS1 France is connected. They’re not only populating information up to the centralized repository, but they are also pulling that information down and sourcing it to their membership upon need.
Eric: From an Amazon perspective, Amazon is currently doing so much to make it easier to expand into international markets in terms of tax liability and fulfillment programs, so I think you guys are right in step in terms of improving that data availability and consistency internationally.
Eric: Who typically uses Verified by GS1 Search? We know Amazon, brand owners, and manufacturers reference and use the service, but what are some other users?
James: We try to be inclusive of everyone right because of the mantra of the architecture of GS1. But I think you hit on it where you said retailers and marketplaces are at the forefront, but also solution providers on the recipient side. We see solution providers as advocates for doing business and helping secure and pull information in and tailoring it to their consumer base. That’s one area that we have seen an uptick in usage. Verified by GS1 is not only on the query or pull side, it’s also on the data load side. We see brand owners looking at other sources of data, making sure what they are putting in is of high quality.
Eric: So, there’s some additional validation there? That’s amazing.
Eric: From an e-commerce stakeholder perspective, what’s new and what are the big reasons to care about the Verified by GS1 Search new release?
James: I think first and foremost it all surrounds data quality and it focuses on the completeness and accuracy of product and location information. Let’s be honest, if the information is not up to par, it’s creating a negative experience for everyone, from the brand to the recipient to the service provider down to the consumer. It then delineates and removes trust within the supply chain. So, since we value that, and trust in accurate data is so crucial, it’s the efficiency of supply chain visibility that we’re putting a hyper-focus on. The visibility and accuracy of items and locations in the supply chain are our main focus. This tool does empower that. It empowers anyone to look up that information behind the barcode in front of them.
Verified by GS1 Search Database - Frequently Asked Questions
What is Verified by GS1 Search?
Verified by GS1 Search is a global database service offered by GS1, a non-profit organization that provides standards for product identification and supply chain communication. It allows anyone to verify the identity and ownership of various GS1 identifiers.
What can be searched in the Verified by GS1 Search database?
Common queries for the database are Global Trade Item Number (GTIN): Unique identifier for products, Global Location Number (GLN): Unique identifier for locations and Company Prefix: Unique identifier for companies. Depending on attribution, other miscellaneous identifiers like Serial Shipping Container code can also be searched.
What are the main differences between GEPIR and Verified by GS1 Search?
The main difference between GEPIR and the new Verified by GS1 Search is that GEPIR functioned as a communication network, where sometimes there would be inconsistency from country to country based on where data was requested. Verified by GS1 search functions as a centralized data repository with all input and output requests pushing and pulling from a single location. This improves data availability and accuracy.
How do I become a GS1 member/user and how do I apply GTINs to my products?
Signing up for GS1 US involves obtaining a GS1 Company Prefix, which essentially acts as your unique identifier within the GS1 system. Once you’ve obtained a prefix, you can assign GLN and GTIN items to track and validate product information and location. Visit GS1 US’s website to better understand your needs and pick the membership option that best fits your business. Single Quantity GTINs are available for small businesses.
What are the main benefits of leasing and using GTINs managed by GS1?
Retailers and Supply Chain organizations and increasingly reliant on product data validation that is hosted and provided by the GS1 organization. Amazon now requires GTINs to list products in its global marketplaces. Transitioning legacy product identification to GTINs is critical to ensuring the longevity of developed products on Amazon.com. Improving data attributed in GS1 can help Amazon associates validate product information more quickly and easily, resulting in fewer and quicker support cases and more accurate information for Amazon customers.
Conclusion
The new Verified by GS1 Search creates a more centralized and accessible database that improves data consistency and accuracy from country to country, making international distribution easier and more reliable for all parties involved. It also provides more insight and control for brand owners and manufacturers over who has access to license and uses GS1 data in the supply chain. As James mentioned in the interview “The visibility and accuracy of items in the supply chain is our main focus. This tool empowers anyone to look up that information behind the barcode in front of them.”. As developments in technology and supply chain management continue to evolve, GS1 is there at the frontier, equipping business owners and manufacturers with the ability to better understand and manage their business. Goat Consulting helps our clients clearly understand and take action to improve their product identification and validation on Amazon.com. If you have any questions about GTINs or how to leverage GS1’s new Verified by GS1 Search, click the button below to start a conversation.
About the Author - Eric Sutton
Eric is the Operations Manager at Goat Consulting and is thankful for the opportunity to work with and learn from retail brands of varying sizes and categories. Eric recognizes that the Amazon marketplace can be a complex environment where merchandising and distribution can be impacted by a variety of factors and parties. He enjoys helping our clients gain a better understanding of their brand's current position in the marketplace and finding creative ways to implement the client's ideal brand image. If you have a question about updating the content displayed on your product detail page, Eric can help identify what factors may be impacting the publication of the content and provide instruction on how to improve the rate of correct display. If you have any questions or need assistance with improving your brand's image on Amazon, please reach out using the contact us form.