Common UPC Listing Errors on Walmart — and How to Fix Them
Selling on Walmart Marketplace can be incredibly rewarding — but if you’ve ever had a product rejected for a UPC issue, you know how frustrating it can be. Walmart is extremely strict about barcode accuracy, and even one small mismatch can stop your listing from going live.
The good news? Most UPC-related errors are easy to fix once you know what causes them.
In this article, we’ll go over the most common Walmart UPC listing errors, explain why they happen, and show you how to correct them quickly — all while avoiding unnecessary GS1 fees by owning your barcodes outright through UPCs.com.
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Why Walmart Cares So Much About UPCs
Walmart uses UPC barcodes (Universal Product Codes) to uniquely identify every product in its marketplace. These codes help Walmart’s system ensure that each listing matches the correct product, brand, and data across its catalog.
When you submit a product, Walmart automatically checks your UPCs for:
- Validity: The code must be structured correctly and verifiable.
- Uniqueness: It must not be duplicated or already in use for another product.
- Brand consistency: The brand name must match the data associated with the UPC.
If anything doesn’t align, your listing can be flagged — or worse, suppressed later down the line.
Top 5 Walmart UPC Listing Errors (and How to Fix Them)
Let’s look at the most frequent barcode-related problems sellers face — and how to solve each one fast.
1. “Brand Name Does Not Match GS1”
What it means:
Walmart’s system cross-checks the UPC prefix (the first 6–10 digits) with the GS1 database. If the name in GS1 doesn’t match your brand name in Walmart Seller Center, your listing gets rejected.
Why it happens:
- The UPC was rented from GS1 under a different company name.
- You purchased a reused or recycled barcode from an unreliable source.
- You changed your brand name after assigning the UPC.
How to fix it:
- Use UPCs.com UPCs, which are GS1-originated but fully owned by you — not rented.
- Ensure your product’s brand field matches your product packaging and listing data exactly.
- If Walmart requests proof, UPCs.com can provide a Certificate of Authenticity and Letter of Affiliation confirming ownership.
2. “Invalid UPC” or “UPC Not Recognized”
What it means:
Walmart couldn’t validate the structure or existence of your UPC.
Why it happens:
- The code doesn’t follow proper UPC-A (12-digit) formatting.
- A digit was mistyped.
- The barcode hasn’t been registered properly.
How to fix it:
- Double-check for typos or missing digits.
- Make sure you’re using 12-digit UPC-A codes (not EAN-13 or internal SKUs).
- Purchase verified UPCs from UPCs.com — every code is tested, GS1-based, and Walmart-ready.
3. Duplicate UPC Error
What it means:
Walmart has found another listing with the same UPC.
Why it happens:
- You accidentally reused a UPC for multiple different products.
- Another seller used the same recycled code from a bad source.
- Walmart’s catalog already has an old product attached to that UPC.
How to fix it:
- Verify that each product variation (size, color, pack) has a unique UPC.
- If another seller is using your UPC, report it to Walmart Support with proof of ownership.
- Owning your UPCs from UPCs.com protects you — you have lifetime documentation proving they belong to you.
4. “GTIN Conflict” or “Product Already Exists”
What it means:
Walmart thinks your product is already listed in its catalog under a different seller or brand.
Why it happens:
- Another listing uses the same UPC.
- Walmart’s catalog auto-linked your UPC to a similar existing product.
How to fix it:
- Contact Walmart Partner Support and provide your UPC ownership documentation.
- Request a catalog separation or new item setup.
- Having a Letter of Affiliation from UPCs.com speeds this process up significantly.
5. “UPC Does Not Match Product”
What it means:
Walmart’s algorithm detected a mismatch between the product data (title, brand, category) and what the UPC represents.
Why it happens:
- You used a generic or unrelated UPC.
- Product details don’t match what Walmart expects for that UPC prefix.
How to fix it:
- Only use authentic UPCs that you own and assign correctly.
- Update your product details (especially brand and category) to reflect the real product.
- If in doubt, reach out to UPCs.com Support — we’ll verify your codes’ status and help you get listings approved.
Avoiding These Errors in the Future
✅ Own Your UPCs for Life
When you buy from UPCs.com, you own your barcodes permanently — no annual fees, no renewals, and no expiration dates. You get instant, legitimate UPCs that work on Walmart, Amazon, and retailers worldwide
✅ Keep Documentation Ready
If Walmart ever requests verification, you can present your Certificate of Authenticity or Letter of Affiliation from UPCs.com. These documents confirm your codes are valid, GS1-originated, and assigned to your business.
✅ Assign UPCs Properly
Each product variation should have a unique UPC. This keeps your catalog clean and prevents Walmart from flagging duplicates.
✅ Verify Before You List
Use Walmart’s product setup tool or a UPC lookup site to confirm your codes before publishing listings. This simple step saves time and frustration.
Final Thoughts
UPC listing errors are one of the top reasons sellers get delayed on Walmart — but they’re 100% avoidable with the right approach.
By owning your barcodes outright through UPCs.com, you ensure compliance, control, and peace of mind across every marketplace.
Skip the GS1 rental fees. Skip the listing headaches.
Get real, GS1-originated UPCs that you own for life — and get your products live on Walmart fast.
Get Walmart-Ready UPCs Now
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✔ 100% GS1-verified origin
✔ Lifetime ownership (no renewals, ever)
✔ Works on Walmart, Amazon, eBay & more
✔ Certificate & Letter of Affiliation available
Own your barcodes. List confidently. Sell everywhere.