Amazon Brand Registry and UPC Requirements: What Sellers Need to Know

Amazon's Brand Registry program and UPC requirements can be confusing for new sellers. This guide breaks down everything you need to know to list products correctly and protect your brand.

UPC Requirements for Amazon Listings

To create a new product listing on Amazon, you generally need a UPC (or EAN for international marketplaces). Amazon uses these to verify product identity and prevent duplicate listings.

Where to Get Legitimate UPCs **GS1**: The only official source for UPC codes. Purchase directly from gs1.org. - Single GTIN: ~$30 initial + $50/year - Pack of 10: ~$250 initial + $50/year - Pack of 100: ~$750 initial + $150/year

Warning: Avoid third-party UPC resellers. Amazon increasingly validates UPCs against the GS1 database, and resold codes may not be properly registered to your company.

GTIN Exemption

If you sell products that don't have UPCs (handmade items, custom products), you can apply for a GTIN exemption in Seller Central.

• Product must genuinely not have a UPC
• Provide brand name and product images
• Some categories are more likely to be approved than others

Brand Registry

Amazon Brand Registry provides additional tools for brand protection:

Benefits - **A+ Content**: Enhanced product descriptions with images and comparison charts - **Brand Analytics**: Detailed search and purchase data - **IP Protection**: Tools to report counterfeits and listing hijackers - **Sponsored Brands**: Access to additional advertising formats

Requirements - Active registered trademark - Trademark must be text-based or image-based - Must be registered with the trademark office in the country where you want to enroll

How EcomSource Helps

1. 1Verify UPCs: Check if a UPC is already associated with a product before using it
2. 2Research competitors: Look up competitor ASINs to understand their product identifiers
3. 3Cross-reference listings: Ensure your UPCs map correctly to your ASINs after listing creation

Common Mistakes to Avoid

• Don't use someone else's UPC to list your product
• Don't create duplicate listings — always search for existing ASINs first
• Don't ignore trademark requirements for Brand Registry
• Don't buy cheap UPCs from unauthorized resellers