When you’re creating a new listing on Amazon, you may come across this error or one similar to it:

This error can occur for multiple reasons and it’s not possible to know exactly why this error is happening without troubleshooting further.

It is a common error on Amazon that can often be resolved with a bit of testing, and it typically happens if you’re listing a Brand that already has UPCs and Amazon is restricting the Brand from adding more UPCs (to prevent duplicate listings). For example, if you try to list with Apple in the title, it will give this error because Amazon doesn’t want counterfeits or new UPCs for products that already have UPCs.

The issue typically isn’t with the UPCs themselves, but with the restrictions placed on the Brand. To troubleshoot if this is a Brand restriction, change the “Brand” field to something else unique and see if the issue goes away. If the issue goes away, we know it was a Brand restriction. Note, you can always adjust the Brand name back and this is simply a troubleshooting technique to test if there is a restriction. The other way this error can occur, even if you’re using a generic brand, is if the product title has a restricted term, like a brand name in the product title itself. To test this, simply remove any brands from the product title and see if the error persists.

Again, if you’re using a barcode number on a brand name item, Amazon will likely restrict it to prevent duplicates and counterfeits. It flags this error since the UPC doesn’t match the brand. For example, if you’re listing an Apple phone with your own barcode, Amazon will show this error since Apple already has unique UPCs assigned to it and expects those UPCs only, which are typically restricted to outside sellers. The work around is to enter your own brand into the Brand field, or leave as generic – you must also ensure that the Brand Name doesn’t show in the Product Title either as it will trigger this error.

The other common reason for this error is due to Brand Registry. If you have recently applied for a trademark or Brand Registry (even if not yet approved), this error will trigger on all new listings. It is because the GTIN you’re entering doesn’t match the Brand you registered. In this case, you can file for a GTIN exemption and bypass the need for a GTIN at all. Amazon will require you to rent a GTIN from the GS1 directly if you want to list under that Brand – this applies only to the Brand Registry program and does not apply if you don’t have Brand Registry.

So to summarize, this error is caused by one of the following:
1. Brand restriction – change Brand field and remove any Brand Names from the product title and see if the issue persists.
2. Brand Registry – if you have Brand Registry, apply for a GTIN exemption.
3. Creating variation listings with a different UPC prefix than other variation items. To test, instead of creating a new variation, create a new listing per our instructions here and see if the error goes away.

If the issue doesn’t go away after changing the Brand and troubleshooting above, please contact us answering the following questions:
1. What is the Brand name and full Product Title you’re testing with?
2. Do you have Brand Registry? If so, when did you apply for it?
3. Are you creating a variation listing or a parent item?
4. What category are you listing in?

Once we get this information, we can assist you further.

Need codes?

You are using UPCs, EANs, ISBNs, ASINs, or JAN codes that do not match the products you are trying to list.