Amazon has implemented a change that has massive operational implications for sellers. Sellers that use efficient inventory flow have been affected. The barcode rules that were earlier quite flexible have also become quite rigid. You would not want to miss out on this update because it could lead to inventory blocks or additional costs. Both FBA and FBM sellers have been affected by this.
What Exactly Has Changed in Amazon’s Barcode Policy
The biggest update is around who can use manufacturer barcodes, commonly known as GS1 barcodes. Amazon has now restricted the use of GS1 barcodes only to sellers enrolled in Brand Registry. If you are not brand registered, Amazon no longer allows you to rely on the manufacturer barcode printed on your packaging.
For sellers outside Brand Registry, Amazon now requires every unit to be labeled with an FNSKU. This applies to both FBA shipments and situations where Amazon needs precise tracking at the unit level. The FNSKU is Amazon’s own barcode, linked directly to your seller account and listing.
Why Amazon Is Enforcing This More Strictly
This change is not random. Amazon has been dealing with inventory commingling issues, counterfeit complaints, and tracking errors for years. Manufacturer barcodes made it easy for identical products from different sellers to get mixed together. When something went wrong, it was difficult to trace responsibility.
By limiting GS1 barcodes to brand-registered sellers, Amazon ensures that only verified brand owners can use manufacturer-level identification. Everyone else must use FNSKU labels, which give Amazon clearer control over who owns each unit and where it belongs. From Amazon’s perspective, this improves accuracy, accountability, and customer trust.
What This Means for FBA Sellers in Practice
For FBA sellers, this change directly impacts how shipments are prepared. If you send inventory without proper FNSKU labeling and you are not brand-registered, Amazon may relabel your units at your expense, delay check-in, or place inventory into reserved status. In the worst cases, shipments can be rejected or listings temporarily suspended.
It also affects preparation costs and workflows. Sellers who so far used to rely on the GS1 barcodes printed by the factory have to restructure their packaging, labeling process, or instructions to suppliers. It is an additional overhead, but skipping it is many times more expensive later on.
How FBM Sellers Should Look at This Update
FBM sellers might assume this does not apply to them, but that would be a mistake. Even though FBM orders are shipped by the seller, Amazon still relies on accurate barcode data for catalog integrity and returns processing. Incorrect barcode usage can create listing conflicts, customer complaints, or issues when switching between FBM and FBA later.
If you plan to move an FBM product into FBA in the future, setting up the correct barcode structure now will save time and prevent disruptions.
Brand Registry Is Becoming Less Optional
One key takeaway here is that Brand Registry is set to become an ever-growing need rather than a good-to-have option. Starting from barcodes to enhanced functions, everything will be made available through Brand Registry. Another such attempt by Amazon is its barcode policy.
For sellers who are serious about long-term growth, enrolling in Brand Registry simplifies operations and reduces friction with Amazon’s systems. For those who cannot enroll yet, strict FNSKU compliance is no longer negotiable.
How Sellers Should Respond Right Now
The best course of action is to examine your existing listings and shipping configurations. See which barcode type is chosen for each ASIN. Examine your contracts with your suppliers and your packaging processes. Ensure that your FNSKU coding is properly generated, applied, and scannable as your product leaves the fulfillment center.
Waiting for Amazon to flag the issue usually means higher costs and lost sales time. Proactive fixes are always cheaper and faster.
Final Thoughts on Amazon’s Barcode Shift
The changes to Amazon barcodes are not simply a technical upgrade but reflect a trend of a greater need for control of product listings and a cleaner funnel of fulfillments. Sellers who get ahead of the curve will minimize disruptions to their systems and keep them lean. Ignoring it will introduce unnecessary hiccups in their interactions with the Amazon Fulfillment Network.
If you sell on Amazon, this is one of those updates worth acting on immediately. It may not increase sales directly, but it protects them.
