ASINs blocked on Amazon: understanding the new GS1 compliance rules
What's really happening: Amazon is tightening control of GTINs
Since the beginning of the year, Amazon has started to block thousands of GTINs deemed non-compliant with GS1 rules.
Affected sellers often receive a message like:
“This ASIN has been removed due to a mismatch between your GTIN and the brand in the GS1 database.”
In clear terms, several problems systematically recur:
- Barcode (GTIN) not recognized as valid in the official GS1 database;
- A brand name that does not match the one registered with the GTIN at GS1;
- GTINs purchased via unofficial platforms, sometimes even resold illegally.
Immediate consequences: products removed, loss of the Buy Box, delisting, or even account suspension in the most serious cases.
Why Amazon is acting now
Two objectives explain this tightening of the screws:
- Clean up its catalog of millions of poorly filled or duplicate listings;
- Limit legal risks: intellectual property, product safety, environmental compliance…
More broadly, Amazon is increasingly transferring regulatory responsibility to third-party sellers: tax compliance, EPR, product information, recyclability… it's up to you to prove that you are compliant.
For sellers, this is a double warning
Sellers must now:
- Verify that their GTIN codes are properly registered with GS1;
- Conduct a complete audit of their catalog: codes, brands, product listings, EPR compliance with the presence of UINs.
CompliancR: regain control over your EPR compliance on Amazon
At CompliancR, we support Amazon sellers to:
- Verify their EPR eligibility (by ASIN, by category);
- Obtain their UINs and register with the appropriate Producer Representative Organisations;
- Automate volume declarations (via Seller Central integration or catalog file);
- Provide proof of compliance in the event of an Amazon block or administrative audit.
Your product compliance must be as robust as your catalog listings. Don't let an administrative detail ruin your sales.