This blog post covers what to do if your Amazon listing has been pulled due to GS1 UPC issues. Sometimes, when creating a new listing or adding a new offer to an existing listing, you may run into this issue. This blog post will cover the specific issue of the error message “This ASIN has GTIN codes that do not match the brand associated with the ASIN.” It is vital as a seller to clear this error so you can activate your listing and start selling on Amazon. It is important to have active and compliant listings so customers can find your products. Amazon enforces issues like GTIN compliance to ensure Amazon is a fair marketplace, and to avoid any fraudulent listings. If you do not provide GTIN proof and clear this error with Amazon, you will not be able to list your product. This can result in disappointment among customers looking for your products. If Amazon did not enforce this rule, there could be many fraudulent sellers on Amazon using UPC GTIN codes that do not belong to them, which would cause a lot of errors and confusion on the platform. This post will cover what causes this error, what to do when you face this error, and the necessary items to appeal it.
What Causes Amazon UPC GTIN Errors?
This error arises when there is an issue with your UPC or GTIN code on Amazon. It could be when you first create a product, when adding a new offer to an existing listing, or when creating an offer in a new marketplace. This specific error message from Amazon is described as “This ASIN has GTIN codes that do not match the brand associated with the ASIN.” This is more likely to happen if you are listing a product with multiple resellers or distributors, and someone along the way submitted an incorrect UPC or GTIN for this product. Amazon may describe the error in another way, stating “We recognize UPC or EANs as valid if they are GS1-vetted and recognized by the Intellectual Property owner of these products. After a review, we have determined that you are using UPC or EANs that are in violation of our Product ID requirements.” This could happen if Amazon has incorrect internal information about the product that was previously submitted if another user used your UPC, or if you do not own the UPCs your products are listed under. To clear this error and list your product, you will need to provide some additional information to Amazon. Amazon needs to have proof that this is the GTIN that is assigned to your product and proof that your brand is associated with the GTIN. Amazon states, “We verify the authenticity of GTINs by checking the GS1 database, and GTINs that do not match information in GS1 are considered invalid. We recommend obtaining your GTINs directly from GS1 (and not from other third parties selling GTIN licenses) to ensure the appropriate information is reflected in the GS1 database.” A valid UPC is required to list a product on Amazon. It is important to note that Amazon will verify the authenticity of product identifiers by checking the GS1 database.
What To Do When You Face This Amazon GTIN UPC Issue
If you are seeing this error for your product on Amazon, you will need to submit proof in order to clear the error and get the correct GTIN associated with your product. On GS1, you are able to search their database to see who owns a UPC. Ensure you own the UPCs that you are using, and ensure that they are associated with your brand on GS1. You’ll need to submit proof of this to Amazon. Amazon wants a certificate that comes directly from the GS1 account owner. You will need to provide GS1 proof, which can be a certificate from GS1 showing that your brand owns these UPCs, and Proof of affiliation with the brand, which could be your Trademark Certificate, a link to your manufacturer website where you have the UPC listed, a legal agreement with the brand, or a letter of affiliation. These documents will be described further below.
Submit Proof of Authenticity
If you believe that there has been an error and the GTIN provided is valid, you can provide proof of authenticity of the GTINs you are using, via the following method (Please note that both the documents – GS1 proof and Proof of affiliation is mandatory):
GS1 certificate: Provide GS1 certificate clearly showing GTIN owner and GTIN prefix information to confirm that the GTIN is GS1 vended. Here’s how you can obtain the certificate from your GS1 account:
Log into your GS1 account at GS1
Once logged in, navigate to the "Certificates" section or "My Products" tab.
Find the certificate that contains the GTIN owner information and the GTIN prefix.
Download the certificate, ensuring that the relevant details (GTIN owner and GTIN prefix) are clearly visible.
Proof of affiliation/relation between brand (exactly same as on ASIN) and GTIN owner (as per GS1). Please refer to the following acceptable affiliation proofs (any one of these can be provided):
Official websites clearly showing manufacturer, producer, designer, licensee, licensor, partner, subsidiary, parent, sister company, imprint, etc. relation between the brand on ASIN and GTIN owner for GTIN on ASIN. OR
A trademark proof of the Brand with Registration status as “Registered” and GTIN owner name is mentioned as or under section registrant, correspondent or applicant on the trademark, Current Owner(s) information, Name and addresses, Name and addresses of the holder of registration etc. OR
A legal agreement having the following details (a) Brand name (b) GTIN owner name (c) Affiliation Type (d) Signature of both parties is present on the contract. If the expiration date/period is given on the contract, it needs to be taken into consideration. Note: The Affiliation type should either be a relation like manufacturer, producer, designer, licensee, licensor, partner, subsidiary, parent, sister company, imprint, etc. or a statement from the brand/brand owner explicitly stating authorization to the
A letter of affiliation issued by brand/brand owner on their letter head (preferably with logo) having the following details (a) Brand name (b) GTIN owner name (c) Affiliation Type (The Affiliation type should either be a relation like manufacturer, producer, designer, licensee, licensor, partner, subsidiary, parent, sister company, imprint, etc. or a statement from the brand/brand owner explicitly stating authorization given to the GTIN owner to use its barcodes on brand’s products.) (d) Signature (of the brand representative along with information like Name, Designation) and Seal (of the brand).
Create a Case to Fix GTIN UPC Issues on Amazon
Once you have gathered the above documents, you can provide this information and the required documents to Amazon Support through a case. Create a case with seller support to communicate the issue and provide the necessary proof to get the listing reinstated on Amazon. Seller Support will also be able to tell you if there are additional documents or details you need to provide. If you discover the GTIN is wrong on Amazon, and you are not able to provide the proof we mentioned above, you’ll need to provide a new unique 14-digit GTIN (not used on any other product on Amazon). If you are going to change the UPC on Amazon, supply the above-mentioned proofs (GS1 & Proof of Affiliation), or alternatively provide GTIN exemption proof.
What to do If my Amazon UPC GTIN Error Submission is Denied?
If your appeal was denied and your listing has not been reinstated, there is a chance that the submitted documents did not meet all of Amazon's requirements. Please review and verify that you have submitted your GS1 certificate, AND proof of relationship between the brand and the UPC owner. This is vital if you are not the brand owner, or if your business name or brand name on Amazon is different from the business name that incorporated the UPC/EANs on GS1. We have seen examples where even though the Brand is Brand registered on Amazon, we still must submit proof to verify there is a relationship between the brand on Amazon and the parent company that originally purchased the UPCs.
Document Requirements
The proof of affiliation can be in the form of:
Copyright
Trademark (Official status MUST be 'Registered')
Legal Agreement
Letter of Affiliation
Email
Please note that the proof of affiliation:
Should be clear and legible.
Should contain letterhead (preferably with logo).
The letter must also include the issuer's name, the point of contact at the brand or manufacturer so that Amazon can contact to verify (this can also be found in the footer of the letter or indicated in text).
The affiliation between the brand and the barcode owner should be clearly called out.
The letter should be authentic (see Signs of a Digitally Manipulated Document here).
Proof should have seal and signature.
If you do not have proof of the GTIN and brand association, you may need to consider buying new UPC codes for your products. Please review the product ID requirements on Amazon. When a new product is uploaded to the marketplace, Amazon requires that the product’s GTIN be submitted at upload. The only exception to this is if the Product ID Exemption is awarded for the product. Setting up products with Product ID Exemption is not recommended unless it is absolutely necessary. If you see your UPC is being used incorrectly by another user, you can reclaim an incorrectly assigned product ID, UPC, EAN on Amazon.com.
Once your appeal has been submitted and approved by Amazon, your product will be reinstated. With the proper proof, you can remove this GTIN error from your product and continue selling.
Frequently Asked Questions for How to Fix a Down Amazon Listing With GTIN UPC Issue
Is a GTIN the same as a UPC code?
A GTIN (Global Trade Item Number) is a product identifier that includes UPCs (Universal Product Codes) as a subset. GTIN is essentially the umbrella term for various types of product identifiers like UPC and EAN.
How do you list products that do not have a GTIN?
To list your product if it does not have a GTIN, you will need to apply for a Product ID Exemption on Amazon. However, this is not recommended unless absolutely necessary. Amazon requires that most products have a GTIN when listed, and the best practice is to obtain a valid GTIN from GS1 to avoid listing issues.
Why is my GTIN not working on Amazon?
The GTIN may not be working when you try to list your product on Amazon due to a mismatch with the GS1 database, incorrect GTIN assignment by another seller, use of a third-party GTIN instead of one from GS1, or if the GTIN does not align with your brand in the GS1 database.
Why is my Amazon listing blocked for GTIN UPC codes?
Your listing may be blocked due to a GTIN compliance issue if Amazon cannot verify your UPC. This can happen if the UPC was not obtained directly from GS1, if the brand registered on Amazon differs from the one listed on GS1, or if another seller submitted incorrect GTIN information. To resolve this, submit a GS1 certificate showing GTIN ownership and proof of affiliation, such as a trademark certificate, legal agreement, or letter of affiliation.
Can you convert GTIN to UPC?
You can convert a GTIN to UPC in the sense that they are the same thing. A GTIN is the umbrella term for other identifiers like UPC, and EAN. Typically, the GTIN format has 2 leading zeros that are not included for a UPC.
What happens if I don't use GS1?
If you don't use GS1 for your barcodes you may face several issues that prevent you from being able to sell on Amazon. You will not have authorized UPCs that are acknowledged by Amazon which will prevent you from being able to sell there.
Conclusion
Ensuring your Amazon listings comply with GS1 UPC requirements is crucial for keeping your products active and available to customers on Amazon. Addressing any UPC eros on Amazon ensures you can continue selling to your customers, and it maintains a fair marketplace for all sellers and buyers on Amazon. By following the steps above, you can reinstate your ASIN and avoid lost sales or additional errors on the account. Failure to address the error will prevent you from being able to sell your product, potentially disappointing customers. If you are facing any UPC GTIN-related issues, please reach out to Goat Consulting below and we will be happy to help you navigate the required documents, explain the appeal process, and get your listings reinstated.
About the Author
This post was written by Liz Carson, an Account Manager at Goat Consulting. Liz helps clients sell on Amazon successfully through a strategy that incorporates increasing sales, mitigating risk, reducing costs, and solving problems. Liz has specific experience in correcting UPC GTIN errors on Amazon in both the US and Canada. If you want help troubleshooting any product issues, understanding UPC requirements, or assistance on other aspects of selling on Amazon, please reach out to Liz through our Contact Us form.