Amazon Should Allow Sellers To Update UPCs Of Old Listings
An easy fix to a hard problem.
Amazon is increasingly removing listings where the UPCs are not registered to the correct GS1-aligned brand. The problem is some aged listings were created years ago when registering a brand via a GS1 UPC was expensive or deemed unnecessary. Some of those listings have thousands of reviews and sellers have spent millions of dollars on PPC. Amazon sends this notification.
”This ASIN has GTIN codes that do not match the brand associated to the ASIN. GTIN codes are reliable data that are used to limit duplicate products in the catalog and ensure product authenticity. 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. If you believe we have removed your ASIN in error, contact Selling Partner Support here. Repeatedly creating ASINs for brands you do not have a relationship with will result in the removal of ASIN creation abilities”
This forces the seller to create a new ASIN as Amazon makes it a bit challenging to update the UPC, even for brand owners that now have GS1 codes for their brand. This is a loss for Amazon, Buyers, and Sellers and it should be super easy to fix without going through hoops.
The fix is easy. Amazon should allow sellers that have brand registry a one-time update to the correct GS1 UPC without losing the listing. This would solve the problem.
OR a second UPC should be allowed in this situation.
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